If you get the brief wrong, the creative work you see at the end of the process, when your team presents it, will also be wrong.
There are very few books about client or creative briefs. That’s pretty baffling considering how essential they are to the outcome of an advertising campaign.
Volve is the vehicle to build and share your briefs. But it doesn’t give you the answers.
Once the communication strategy is defined and the questions are listed in the creative brief, someone has to jump in and fill the answers. That’s usually the responsibility of the Account Planner or Account Manager. But more often than not it’s a collaborative work.
Is there a good way to answer the questions of a creative brief? What information should you provide? How will it make a difference on the creative work?
It takes years of experience to master the art of writing a good creative brief. If you’re new to it or never really tried to perfect your method, the book “How To Write An Inspired Creative Brief” from Howard Ibach is one of the best resources you can find. The author is sharing his 25+ years of experience in various advertising agencies from Ogilvy One to J. Walter Thompson. It’s a quick and fun read that packs a bunch of practical tips.
Always take a point of view when you write the brief.
First and foremost, Howard Ibach explains that a creative brief should never be just informational. The brief is the first step on the creative process and in a way it’s the very first version of the ad. As such, it should be opinionated.
Uncovering insights about the target audience, suggesting a unique communication angle, and presenting information in an exciting way stimulates the creative team and gets it started.
I loved the advice about preferring verbs to adjectives. Indeed, verbs suggest action and have character. They are more direct and clear.
Another tip I liked is about the way to define the target audience. You shouldn’t just give demographics and stats. You should provide mini-narratives instead, compelling stories that the creatives can emphasize with.
If you’re interested in the book, you should probably search for the second edition, which the most recent one. It’s available on Amazon.
You can also find another interesting book from the same author called “How To Write A Single-Minded Proposition”.