Your brief
What to do next
Show the working, step by step
Where I used this
At Asiatic (JWT) I worked on Lux Channel i Superstar 2014, a national branded-entertainment platform with about 10,000 applicants.
Read the case: Lux Channel i Superstar 2014: a flagship branded-entertainment platform →Everything is calculated in your browser. Nothing you type is sent or stored.
What makes a brief work
A brief is a creative tool, not a form. Its job is to make the problem clear and the opportunity exciting, in a page. The proposition is the heart of it: one thought, sharp enough that a creative team can do something surprising with it.
- Insight, not observation. "Parents are busy" is an observation. The insight is the tension underneath it. Try the insight statement builder.
- Fewer reasons to believe. Two strong proofs beat six weak ones.
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Want a brief your agency will thank you for?
Bring your draft to a free 30-minute call. I learned briefing at Asiatic (JWT), and I will help you sharpen the single-minded proposition.
Questions
What should a creative brief include?
The business problem, the audience, an insight, a single-minded proposition, reasons to believe, tone, what you want people to think, feel and do, channels, mandatories, success measures, timing and budget.
What is a single-minded proposition?
The one thing you want people to take away, in a short sentence. If it needs an "and", it is probably two propositions.
How long should a brief be?
One page. If it does not fit, the thinking usually is not finished.