A SHOT OF WRITING AN EMPOWERING BRIEF
Writing a brief that empowers the creatives requires a combination of clear direction and inspiration: the brief must clear enough that the creatives don’t get lost, and yet give them enough room to create fresh and exciting ideas that answer the client’s objectives. The way to achieve this is to lead your creatives to understand the ‘why’ behind the brief, so that they can then channel their skills to create the ‘what’.
The value of Framing Problems vs Giving Instructions
Put yourself into it
Explaining the problem clearly and succinctly
Pointing the way to the solution
Exploring your individual ability to inspire
|Who should attend||:||Account Management and Strat Planners|
|Time||:||9.00am – 6.00pm|
Contact Jon firstname.lastname@example.org or call 03-2095 2995/1995 (Jon) to customize it to your company as an in-house program.
Here are some commendations from our previous participants;
Understand what ‘creatives’ face when they get a brief, focus a lot more on The ‘Creative Spark’ than just data and to highlight the main keyword or focus on the problem. – Jazreen Azman, Junior Planner, Grey Worldwide
To be more thorough and explicit in writing creative briefs – it shouldn’t be vague. It should be just enough info to spark the creative team as well as inspire them. – Athiya Hamid, Brand Manager, McCann
Writing good creative brief to inspire ideas and provide the ability to key people to solve problem. – Charmaine Wong, Brand Manager, McCann