Creating the Brief

Campaign brief insights and guidance

Creating the Brief


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.

Les Binet and Sarah Carter, Admap, December 2011
There are too many over-familiar words littering strategy documents and creative briefs and most people in the industry are guilty of defaulting to tired adjectives to describe their brands' personalities. It can be hard to avoid, especially when faced with the need for international alignment, but adland needs to fight against these forces and choose fresh and evocative words that inspire and enlighten.

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