The document summarizes findings from a 3-day discussion on Twitter about the current relevance of the creative brief. It provides recommendations, including that briefs need to be better tailored to different projects and allow for ongoing collaboration. It also discusses themes that the brief is fundamental but needs updating, and that the briefing process and conversations may matter more than the written brief itself. Energy should be put on understanding creative needs and managing multiple conversations.
How i judge advertising - CLB củ khoai tây Thanh Lâm Trần
Chúng tôi mời 3 khách mời: 2 Planners- Lâm Trần và Cường Nguyễn và 1 Creative- Thành Ngô đến chia sẻ quan điểm: "Tôi đánh giá quảng cáo như thế nào?" Một buổi offline thành công với rất nhiều bài học hữu ích.
We invited 2 Planners- Lam Tran & Cuong Nguyen, and 1 Creative- Thanh Ngo to come and share how they judge/ evaluate advertising work. Brilliant offline event with so much to learn!
...
bởi CLB những chiến lược gia củ khoai tây
https://www.facebook.com/groups/chienluocgiacukhoaitay
How i judge advertising - CLB củ khoai tây Thanh Lâm Trần
Chúng tôi mời 3 khách mời: 2 Planners- Lâm Trần và Cường Nguyễn và 1 Creative- Thành Ngô đến chia sẻ quan điểm: "Tôi đánh giá quảng cáo như thế nào?" Một buổi offline thành công với rất nhiều bài học hữu ích.
We invited 2 Planners- Lam Tran & Cuong Nguyen, and 1 Creative- Thanh Ngo to come and share how they judge/ evaluate advertising work. Brilliant offline event with so much to learn!
...
bởi CLB những chiến lược gia củ khoai tây
https://www.facebook.com/groups/chienluocgiacukhoaitay
Presentation from Planningness, October 17 2009, by Jason Oke and Gareth Kay.
For more on the event & speakers check out http://www.planningness.com
http://www.jasonoke.com
http://www.garethkay.com
Finding Charisma: The Secrets To Becoming Design OrientedKelsey Ruger
The phrase design-driven seems to be used a lot these days and companies everywhere are touting their “design-driven culture”. What does that mean? For a lot of companies it means having an awesome design team, simple user experiences or awe inspiring design. The reality is that these views couldn’t be further from the truth. Being design-driven means creating a culture that centers on people and drives a share understanding of what it takes to make your company truly lovable. In this session Kelsey Ruger will share insights on the steps you can take embrace design by systematically making it a part of your company’s culture. You’ll learn the critical components you will need to build and maintain a culture of design.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
What is an Insight? A disturbance in discourse...Flamingo
Our widely held beliefs of our understanding of insight are holding us back. Andy Davidson, Head of UK Practice at Flamingo explains all in this presentation.
Presented at APG's Noisy Thinking event on What is an Insight?
Practical guidance on how to present data using PowerPoint. This presentation covers best practices taught in management consultancies and visual cognition. Based on a lecture given at Tsinghua University, Beijing in December 2011.
If you have feedback or suggestions (especially specific examples of great or terrible slides you think could be included in a future version), please email professionalenquiries@gmail.com or leave comments below.
Research In Digital Planning: A Snapshot (Session for Clique Interactive: 7th...Kunal Ghosh
A training module on how to approach research in a digital strategic planning journey. This presentation focuses on the relevant tools (with a particular focus on listening tools) and methodologies used by small/mid-sized agencies across MENA and SEA to derive digital comms strategy for pitches and accounts.
You’ve no doubt noticed that we’re slowly drowning beneath an ocean of content. Before long, our little world of words and pictures will be so flood bound, it’ll make Tuvalu look like Mt Everest.
That creates a huge challenge for communicators. How do you produce the stories that will float to the surface… that will engage and inspire people to belief, action and results?
Thankfully, there’s something working in your favour. You see, almost every business, brand, project or team is loaded with stories that could help and inspire others.
You’ve just got to know how to tell them…
How to come up with brand ideas? (breakneck version)Kunal Ghosh
Here's a quick, simple and easy way to come up with brand ideas in a group session for those assignments in which you don't get a clear brand objective or brief from the client. While this is a quick-fix, it's always advisable to pester your clients into investing in consumer research and branding and set clearer communication goals.
(Please don't use for professional purposes without express permission.)
Getting your ideas across and moving people to action are the foundation of persuasion a skill that you cannot have too much of. Presenting with Passion is about being relevant and understood (remarkable) and making a lasting positive impact on your audience (memorable).
How To Write Like a Human - by Claire DawsonZeus Jones
There’s a lot of angst out there about writing. So, here’s a primer on how to tackle the job of writing when you feel like you just don’t know what to say (or when you feel like you do know what to say, but you have no idea how to say it).
A few of my top-of-mind takeaways from this year's Planningness event. Be sure to check out my original piece for more context and details: bit.ly/1sbEu6n
Successful business people approach their problems creatively.
Chapter 1 from Creativity in Business by Michael Ray and Rochelle Myers.
http://faculty-gsb.stanford.edu/ray/bio.html
Effective Communication and Marketing to Build a BrandOnkaro
You have a great idea, product or service and how you communicate it and market it makes all the difference. This workshop consists of exercises and examples to help you effectively communicate and market your ideas.
You can better communicate your ideas and business concepts with these effective communication exercises. Then you can market it as a strong brand by defining your value proposition and creating a visual identity based on how you'd like to be perceived.
Presentation from Planningness, October 17 2009, by Jason Oke and Gareth Kay.
For more on the event & speakers check out http://www.planningness.com
http://www.jasonoke.com
http://www.garethkay.com
Finding Charisma: The Secrets To Becoming Design OrientedKelsey Ruger
The phrase design-driven seems to be used a lot these days and companies everywhere are touting their “design-driven culture”. What does that mean? For a lot of companies it means having an awesome design team, simple user experiences or awe inspiring design. The reality is that these views couldn’t be further from the truth. Being design-driven means creating a culture that centers on people and drives a share understanding of what it takes to make your company truly lovable. In this session Kelsey Ruger will share insights on the steps you can take embrace design by systematically making it a part of your company’s culture. You’ll learn the critical components you will need to build and maintain a culture of design.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
What is an Insight? A disturbance in discourse...Flamingo
Our widely held beliefs of our understanding of insight are holding us back. Andy Davidson, Head of UK Practice at Flamingo explains all in this presentation.
Presented at APG's Noisy Thinking event on What is an Insight?
Practical guidance on how to present data using PowerPoint. This presentation covers best practices taught in management consultancies and visual cognition. Based on a lecture given at Tsinghua University, Beijing in December 2011.
If you have feedback or suggestions (especially specific examples of great or terrible slides you think could be included in a future version), please email professionalenquiries@gmail.com or leave comments below.
Research In Digital Planning: A Snapshot (Session for Clique Interactive: 7th...Kunal Ghosh
A training module on how to approach research in a digital strategic planning journey. This presentation focuses on the relevant tools (with a particular focus on listening tools) and methodologies used by small/mid-sized agencies across MENA and SEA to derive digital comms strategy for pitches and accounts.
You’ve no doubt noticed that we’re slowly drowning beneath an ocean of content. Before long, our little world of words and pictures will be so flood bound, it’ll make Tuvalu look like Mt Everest.
That creates a huge challenge for communicators. How do you produce the stories that will float to the surface… that will engage and inspire people to belief, action and results?
Thankfully, there’s something working in your favour. You see, almost every business, brand, project or team is loaded with stories that could help and inspire others.
You’ve just got to know how to tell them…
How to come up with brand ideas? (breakneck version)Kunal Ghosh
Here's a quick, simple and easy way to come up with brand ideas in a group session for those assignments in which you don't get a clear brand objective or brief from the client. While this is a quick-fix, it's always advisable to pester your clients into investing in consumer research and branding and set clearer communication goals.
(Please don't use for professional purposes without express permission.)
Getting your ideas across and moving people to action are the foundation of persuasion a skill that you cannot have too much of. Presenting with Passion is about being relevant and understood (remarkable) and making a lasting positive impact on your audience (memorable).
How To Write Like a Human - by Claire DawsonZeus Jones
There’s a lot of angst out there about writing. So, here’s a primer on how to tackle the job of writing when you feel like you just don’t know what to say (or when you feel like you do know what to say, but you have no idea how to say it).
A few of my top-of-mind takeaways from this year's Planningness event. Be sure to check out my original piece for more context and details: bit.ly/1sbEu6n
Successful business people approach their problems creatively.
Chapter 1 from Creativity in Business by Michael Ray and Rochelle Myers.
http://faculty-gsb.stanford.edu/ray/bio.html
Effective Communication and Marketing to Build a BrandOnkaro
You have a great idea, product or service and how you communicate it and market it makes all the difference. This workshop consists of exercises and examples to help you effectively communicate and market your ideas.
You can better communicate your ideas and business concepts with these effective communication exercises. Then you can market it as a strong brand by defining your value proposition and creating a visual identity based on how you'd like to be perceived.
To truly practice what we preach, we have decided to begin measuring how we score on our own rubric. We're looking for other orgs to help us validate this as a product and help us define some benchmarks. More details at Responsive.org.
An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Digital Strategy 101 is an overview of the current state of digital strategy and an exploration of core concepts, deliverables, and thought-leaders relevant to young practitioners.
Digital Literacy: An NMC Horizon Project Strategic Brief Slide DeckNew Media Consortium
Download the report (PDF): go.nmc.org/digilit.
The New Media Consortium (NMC) has released Digital Literacy: An NMC Horizon Project Strategic Brief in conjunction with the 2016 EDUCAUSE Annual Conference. Commissioned by Adobe, the special report explores the advancement of digital literacy, which is sparking new thinking in higher education about how to best prepare students for the demands of the global technological economy.
Presentation from the Release of the NMC/CoSN Horizon Report > 2016 K-12 Edit...New Media Consortium
Download the free report at http://go.nmc.org/2016-k12. This publication charts the five-year horizon for the impact of emerging technologies in school communities across the globe. What is on the five-year horizon for K-12 schools worldwide? Which trends and technologies will drive educational change? What are the challenges that we consider as solvable or difficult to overcome, and how can we strategize effective solutions? These questions and similar inquiries regarding technology adoption and transforming teaching and learning steered the collaborative research and discussions of a body of 55 experts to produce the NMC/CoSN Horizon Report: 2016 K-12 Edition, made possible by Share Fair Nation under a grant from the Morgridge Family Foundation.
Here is some of my DRAFT thinking about how an interactive agency can utilize a Discovery Engagement methodology to evolve its strategy practice and address the client challenges of integrated omni-channel marketing/communications.
Design thinking myths - valuing terrible ideas doesn’t mean all ideas are sam...Stephanie Beath
No matter how well you know one another, I have yet to be with a single team where people had clarity about language without first directly addressing it in a workshop.
Take any word and ask people what it translates to in terms of activity – what it looks like when you see it in life.
1. When is something ‘complete’, ‘high quality’, ‘innovative’?
2. What does it look like when you have ‘trust’, ‘integrity’, ‘empathy?
3. How about being ‘bold’, ‘unique’, ‘professional’?
The variation is huge. Unless you nut it out, people agree to something with different expectations of what it means.
Content Sharing Success Recipes from 6 of the most socially-sharedi-SCOOP
How does content get shared? How does it get tweeted and retweeted? And why? There are many ways and no one size fits all answer. So, we asked six of the most social-shared marketing experts to share their views and recipes. Check out what Jay Baer, Lee Odden, Shelly Kramer, Michael Brenner, Mark W. Schaefer and Mack Collier responded. Bonus: the SlideShare success recipe of Doug Kessler. Offered by the Content Marketing Conference Europe.
A group of 7 people who attended the Service Design Network Global Conference 2014 in Stockholm on October 6,7,8 2014, have shared their experiences, take-aways and ideas in a Whatsapp group, during and after the conference.
This deck shares their findings with a wider audience, hoping to initiate a healthy debate in the service design community, on where we ant to go with our conferences. We hope to see you all next year, to share an even better experience together!
Communication can make or break any project. And consistently maintaining good communication can feel like herding cats. Learn how the false consensus effect and various facets of communication can work for you and help keep people and projects moving in a positive direction.
A presentation given at the Federal Reserve’s 2015 Joint Web Developers Group Exchange (WEDGE) and Editors & Designers Conference on September 23, 2015, in Kansas City, Missouri.
Adopting a Design Thinking methodology is critical to modern product design. Or so you’ve been told. Yet, a Design Thinking process doesn’t guarantee a transformation of your design culture, nor does it mean you’ll end up with a better product. Why is this? People. After interviewing local start-up designers and developers, Chris will delve into the common missteps that plague your fellow designers and team leaders. He’ll also share his philosophy on how designers can better position Design Thinking in their organizations to ensure it takes root and blossoms.
Driving UX, Design, & Development collaboratively through the EnterpriseLean Startup Co.
Amee Mungo, Digital Transformation at Capital One, leads a discussion on the Collaboration between UX, Design, and Development in Enterprise Organizations. With John Whalen (Founder, Brilliant Experience), Scott Childs (Experience Design Lead, Capital One).
Motivated by curiosity and a strong conviction that the tools and methods of design thinking ignite innovative ideas and solutions, a group of Portland-based, like-minded practitioners set out to survey the local landscape. Our goal: to uncover the tactics, challenges, benefits and themes surrounding design thinking in our community.
This is the result.
We found more than a dozen common themes and insights. Some of them speak directly to the benefits of a design thinking approach. Some express deep challenges to making that approach work in the real world. In all cases, we are pleasantly surprised by the conviction, passion, and commitment to overcoming those challenges and sharing the benefits of design thinking. !
We all know that leadership in a fast changing world requires a very different set of skills. This deck looks at what those skills are and how you can develop them.
Your open source project competes with millions of others for users, contributors, and perhaps financial support. To stand out from the crowd, you need marketing. If that term makes you shudder (or if you simply think you don’t know how), don’t worry. Deirdré Straughan takes you through what you need to know about open source marketing.
Deirdré details what marketing is (and isn’t), explains why and how you need to do it, and provides practical examples and case studies. Join in to get an overview of marketing tools, and when each is useful, and a guide to the time and resources you’ll need. Along the way, Deirdré explains the importance of overall customer experience (a.k.a. community) and what that implies for your project. You’ll come away knowing why marketing matters, even when you’re not trying to sell something—along with some helpful tips and shortcuts.
What you'll learn
Discover what marketing (really) is and why your open source project needs it
Understand marketing strategies and related activities that can help a project and community grow and thrive
Learn useful tips and shortcuts for developing content and other marketing materials
Get a primer on the importance of a healthy community in attracting users and contributors to a project
Deirdré Straughan
Amazon Web Services
Deirdré Straughan is the open source content lead at Amazon Web Services, where she helps technologies grow and thrive through marketing and community. Her product experience spans consumer apps and devices, cloud services and technologies, operating systems and kernel features. Her toolkit includes words, websites, blogs, communities, events, video, social, marketing, and more. She has written and edited technical books and blog posts, filmed and produced videos, and organized meetups, conferences, and conference talks. You can learn more about her at Beginningwithi.com.
learning from teaching: dbs library seminar 2017 Robert McKenna
Presentation on the HECA Librarians pilot project on the professional development framework for those who teach in third level. The HECA pilot group created eportfolios for the pilot scheme and logged professional development activity using the national forum's domains and typologies. This presentation gives an introduction to eportfolios and reflection and some tentative results relating to the usage of the eportfolios and the NF domains and typologies.
Design Thinking Guide for Successful Professionals- Chapter 1archholy
Design thinking is a powerful thinking tool which could drive a brand, business or an individual forward positively. It is also a part and parcel way of thinking that designers go through in their minds in every single design project. Thinking like a designer can transform the way organizations develop products and services on the front end, while improving processes and strategy to the backend. It is a way of simply thinking and ideating on a solution to address a problem or better meet a customer need. It is a process focused on solutions and not the problem.
This is a 182-page power packed book that will provide insights on how to solve problems creatively using proven design thinking tools
Download PDF Book here: https://payhip.com/b/hM4U
Download iTunes eBook here: https://itunes.apple.com/us/book/complete-design-thinking-guide/id1022432207?ls=1&mt=11
Preview Book here: http://www.emerge-creatives.com/#!design-thinking-guide-for-success/c5jg
Twitter: @designthinkbook
Facebook: https://www.facebook.com/designthinkingbook/
How to Think Bigger About Building Back Better Edward Cotton
Use the crisis as an opportunity
A chance to make your business and the world at large better
Re-examine everything from the health of your brand to the financials to the customer experience
Find opportunities to optimize
Think about your employees and how more equitable and fairer actions can create a better workplace and a more empowered workforce
Think about the world beyond the company- those directly impacted from the economic fallout and how you might find relevance and application there and how you might think about playing a role in enhancing public institutions and structures
Creativity is a discipline we need more than. But the right conditions are needed for it to thrive. Taking a look at academia, science and recent writing about ideas- this presentation uncovers the 11 conditions required for creativity to flourish.
Data and Culture- How the Culture Industries are Leading us to a Man and Mach...Edward Cotton
The culture industries are on a mission to understand us better. They want to make us happy by delivering us the right content at the right time. To do this they are at the forrefront of using the comination of people and machines that intimately know the content and us.
As we head into the complex marketing world of 2014. We thought it might be useful to give marketers a checklist of 14 questions to ask themselves and their teams
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
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1. The Creative Brief Project Day 3 Thoughts and Findings Prepared by: Ed Cotton-BSSP/Influx @cotton February 2010
2. Contents The Creative Brief Project Methodology Recommendations Core Themes The Brief is Fundamental The Brief Needs A Re-Model It’s Not About the Brief Things to Think About Next
3. The Creative Brief Project On an on-going conversation about the stimulus and inspiration of creativity Open to all, conducted in and proliferated via social media
4.
5. Objective Understand the current relevancy of the creative brief, the physical form and in so doing, learn more about the importance of the process. Establish a domain on Twitter to continue the conversation #creativebriefproject
7. This Deck Provides recommendations and an overview of the input to date Shares core themes Quotes and commentary from contributors Uncovers the areas that need further development and discussion
10. Recommendation Old World New World Collaborate and Converse Over Possibilities Standardized Brief Co-Authored Non-Standard Brief Some conversations Briefing Presentation Multiple and Constant Conversations Work Work
11. Recommendations The brief isn’t dead, but Planning leaders should take a long-hard look at their briefing documents and make sure they are still relevant. Maybe multiple brief formats are required The communication world has changed, briefs need to reflect those changes- social ideas/social media/connectivity/WOM/Interactions 3. Emphasis should be placed and training given to ensure that all briefs are clear, well written and tell a powerful, single-minded story that functions as a start point
12. Recommendations 4.The brief should be co-authored with senior creatives to codify a single-minded story at a specific moment in time 5. The brief needs to be turned into a briefing presentation- a discipline and art in itself 6. There needs to be a process that allows the story to evolve with collaborative conversations post-brief-how does this get documented? 7.Energy, thought and design needs to placed the pre-briefing stage in order to develop a collaborative forum to discuss multiple possibilities/opportunities
13. Recommendations 8. We spend time understanding our client’s target audiences- why don’t we spent time constantly understanding creative needs- micro and macro? 9. Find a way to manage the multiple and expanding creative conversations
17. I come back to the brief as "What we want you to do", and frankly I'm not fussed about how long it is or what the format might be. The objective is to get people with insight and the capacity for original thought to actually spend quality time thinking about the client's challenge, and set the direction from which everything else flows.”PlannerRick
18. “But amongst the vast digital media of actions, we now need a clear articulation of what the heck we want people to do with our brand ideas. We need a brief that guides brand action and user participation, we need briefs guided by verbs. We need briefs that are robust enough to address action throughout a myriad of media..” Aki Spicer
19. “A well thought out brief will pave the way for great work: Print, Digital, Social or otherwise. Anyone who sees this document as a mere from to fill out should consider a career change. A great brief inspires, aligns, sets expectations, scratches below the surface, seeks truths, dismisses fluff and works as a compass to guide a group as they collaborate to solve a problem.”Posted by Bernard Urban on 02/09/2011 07:15 PM
20. “the (written) brief is a useful tool for gaining alignment with clients or even other agencies.”Posted by Mark Lewis on 02/10/2011 01:53 AM
21. “Get a decent writer and people will read with passion and yearn for more.”Mikkomikko
22. “A creative brief is only ever as good as the person writing it.”roymurphy
23. “We love information and insight. We can always filter, we can always re-shape, but a creative who doesn't want clear direction isn't a creative”Mikkomikko
24. “In fact, in all the new confusion of technology and shortening deadlines and multimedia deployments the brief is more vital than ever. The brief/briefing is meant to articulate what the heck we're doing. Knowing what the heck we're doing should never die.” Aki Spicer
26. Stop Lazy Form-Filling “Planners are to blame for this. We've become a species of habit. I believe if the creatives are going to be handed a physical document (read:creative brief) at the end of the day, can we at least explore different formats?... think as planners, we need to shake off our laziness and almost clockwork-like tendency to start typing out a brief in a Word doc - the creatives are not going to get inspired by mere 'plannerisque' smart text anymore.”Posted by Wesley-Anne Rodrigues on 02/08/2011 04:35 PM
27. Briefs Need to be Customized “I believe the primary purpose of the brief and briefing is to simultaneously inspire and focus creativity. Therefore, no brief should ever look and feel the same as the last or the next. The questions and format should be tailor made to address the different brand, audience, objective and so forth for each campaign. Keep the team involved and on their toes.” Posted by Caitlin McRobbie on 02/08/2011 07:03 PM
28. “It’s based on an antiquated view of how communication works and how culture operates” Gareth Kay
30. What goes on around the brief, matters more than the brief itself
31. Brief Writing Wastes Time “In "Truth, Lies & Advertising" Jon states, "I was only able to find four of those briefs. There was a simple reason I could not find the others - there was no such thing as the 'original' brief. They had never been written...Until the day comes when we put creative briefs in consumer magazines or run them in the Superbowl, I think the time spent noodling over detail in a brief is wasted time. Well, perhaps not entirely wasted, but it could at least be better spent. Posted by Shaydon Armstrong on 02/09/2011 06:54 AM
32. “Ostensibly the brief was created so that planner and creative could work together. But, I wonder if the brief isn't a relic of architecture, when the planning department and the creative department were on different floors and paper work was shuffled along in cubby holes or by a nice fellow with a rolling cart. I made it several years working in creative agencies and startups before I ever wrote a brief, or saw one, actually. Posted by Bud Caddell on 02/09/2011 05:25 PM
33. It’s All About the Briefing “You produce something that inspires them to play." ? It is much more about the briefing than the brief.”Posted by samjoseph on 02/09/2011 03:52 PM
34. “In terms of writing the brief Bud and Heidi Hackemer (see her slideshare "Ideas, Ideas, Ideas") have it nailed - the strategic idea comes out of good discussion and idea generation with creatives.”Posted by Mark Lewis on 02/10/2011 01:53 AM
35. Understand the Fragility of Creativity The Brief Can Be Blunt and Brutal
36. Briefs Can Kill the Conversation “I showed up to a meeting at a big soda brand where we were supposed to begin the creative process with a few key teams - another agency started the meeting by pushing over their 1-page, 8-point font, clusterfuck of a brief in a "BOOM" sorta way. The conversation went nowhere for an hour”Posted by Bud Caddell on 02/09/2011 05:25 PM
37. “Creativity is the most essential strength of the agency, so the challenge shouldn't be passed like a football, it should be gently coddled like a newborn baby.”Posted by Bud Caddell on 02/09/2011 05:25 PM
38. “Creativity is always a process, the Brief often assumes that it's simply a matter of stating objectives. That's crucial, but it isn't creativity. If it's your thing, by all means, follow your process, but don't let process rule interaction.”Posted by Bud Caddell on 02/09/2011 05:25 PM
39. How Does Your Idea Get Owned by Someone Else?
40. “After we get together, the creative team often leaves, thinks on the challenge themselves, asks incredible questions, sometimes starts over - in other words, they do make it their own.”Posted by Bud Caddell on 02/09/2011 05:25 PM
41. “In my experience, the actual written brief was a lot less important than the idea exchange in multiple conversations between the planner and the creative team. That's where the sparks are”jwillingpichs
42. Things to Think About Next What is the pre-brief, brief/briefing? How does it work? Does the classic format need updating? How? Should there be multiple formats? How do you manage multiple conversations with extended creative teams? Do we really understand the different needs of the different creative disciplines? Should conversations be live/changeable documents? Can we use technology to do this? Do Planners need to go to creative writing school? Do they need to study drama?
43. Check out Bud’s awesome thinking on creative collaborationhttp://www.slideshare.net/bud_caddell/how-do-you-design-for-creativity