ASocia l Media Creat ive Team's

DREAM BRIEF(and how you can make it come true)

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If Account Executives are from Mars,then the Creative Team is…

probablyFROM A GALAXY FAR, FAR AWAY!

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And sometimes, it just feels like we, the creative team,speak a different language altogether.

Sometimes deadlines are tight.

Sometimes that certain piece of workhas to be reworked.

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While the language maybe different,we’re more than willing to translate.

Here’s how to give us a creative brief that willmake things easier for us (and smoother for you).

It’s a win-win!

TOO MUCH INFORMATION(it’s called a brief for a reason!)

DON’T: Fill out the brief with unnecessarydetails or give us a whole list of pros of the

product to work with.

1

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INSTEAD, TRY: Answering this one question:What is the one thing you want us to dramatise?

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THE ATTACK OF THE JARGONDON’T: Employ roundabout marketing

terminologies and utilize grandiloquentverbiage. (See what we mean?)

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2

INSTEAD, TRY: Straight talk that will engageand inspire.

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CARRY OUT REBRIEFING - SECOND TIME LUCKY!DON’T: Brief us without fully understanding

the clients’ requirements first! Multiple changesat a later stage = wasted time & effort.

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3

INSTEAD, TRY: Rebriefing. After you prepare thecreative brief, run it by the client to make surethat you’ve got the proposition right and that

you’re not missing anything important!

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AN UPSIDE DOWN BRIEFDON’T: Start with the long-winded background details,

before leading up to the requirement andthe actual proposition.

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4

INSTEAD, TRY: Giving us the proposition first.We creatives are an intuitive bunch, so this

helps us absorb the information better.

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DIVE DEEPDON’T: Simply give us a superficial

understanding (the Who, What, Why) andleave it at that.

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5

INSTEAD, TRY: Doing your research andincluding relevant extras and examples.

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A good brief eliminates misinterpretations.

A good brief is the difference betweenpulling all-nighters and getting it

right the first time, so that we can all go out for a beer.

Care to join us for a round or two?

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THANKS FOR READING!Compiled by:

Sanhita Mukherjee & Riya Naskar

GOT SOME INTERESTING STORIES TO SHARE ON CREATIVE BRIEFING?FEEL FREE TO REACH US OUT AT:

www.happymarketer.com@hmarketer | hello@happymarketer.com

CREDITS

http://wearefury.com/blog/writing-a-creative-brief-for-an-advertising-agency/

http://www.howardibach.com/?p=1744

http://www.campaignbrief.com/2014/03/simon-veksner-would-creatives.html

http://advertising.about.com/od/tipoftheweek/ht/How-To-Write-A-Creative-Brief.htm

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