Creating the Brief

Campaign brief insights and guidance

Creating the Brief

Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2015

This event report covers JWT New York's efforts to fuse creativity, data and technology in new ways.

John Kenny, Admap, July/August 2015

This article explains how one agency delivered a successful campaign which took only 14 days to produce, and draws out some lessons from that experience.

Arwa Mahdawi, Admap, July/August 2015

This article argues that marketers should replace traditional processes with prototyping to speed up marketing and become 'agile'.

Jim Bosiljevac, Admap, May 2015

This article argues that context lies at the juncture of strategy, creative and media, and that an iterative process that fosters collaboration between strategists, creatives and the media team is much more likely to create relevancy for customers.

James Hurman, Admap, March 2015

This article argues that agencies struggle to sell creative ideas because clients want and expect bland, regular advertising.

Joseph Clift, Event Reports, Cannes Lions, June 2014

This event report explains how Nokia, the mobile phone company, is partnering with creative agencies to 'crowdsource' content from creative people.

Molly Flatt, Admap, April 2014
This article discusses how social media briefs lead to social media strategies, arguing that a deeper analysis of the brief will lead to a better strategy. Success can be constrained by budgets, but this alone cannot be blamed for a lack of creativity.

Sheila Lucy Sasser, Scott Koslow and Mark Kilgour, Journal of Advertising Research, Vol. 53, No. 3, 2013
Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns.

Merry Baskin, Warc Best Practice, May 2013
This Warc Best Practice paper discusses how agencies can encourage clients to take ownership and engage in the creative process earlier through effective "tissue" meetings. Tissue meetings are sessions where a variety of different creative routes are presented to the client as ideas in progress.



The trouble with creatives

Negotiating creative identity in ad agencies


A step-by-step guide to briefing agencies

Practical tips, examples and recommended reading


Evaluating creative work

Avoid making a costly mistake in ad creative judgement