How to write a great brief
A revealing guide to writing creative briefs - the HHCL way
Steve Henry
About seven years ago, Leslie Butterfield asked me to give a talk at an IPA course on the subject of writing creative briefs.
I hadn't really thought about this process before the invitation, because I'm a copywriter not a planner; but the exercise enabled me to pass on five thoughts which we used at HHCL to help our planners write creative briefs.
1. FIND OUT WHAT EVERYBODY ELSE IS DOING IN YOUR MARKETPLACE, AND THEN DO SOMETHING DIFFERENT
When you...