Planning for effective outcomes #5: Writing creative briefs

Fergus O’Carroll and Julian Cole

The fifth in a seven-part series on effectiveness hosted by Fergus O'Carroll, this episode is all about writing creative briefs with Strategy Finishing School’s Julian Cole.

Where to listen

Timestamps

02:23 – Briefs are a critical point in the creative process. 04:25 – Origins of the GET/WHO/TO/BY brief. 07:10 – Who should write the brief and who should approve it? 17:32 – Different types of creative directors. 20:27 – Advice for when your work is re-interpreted. 22:15 – Ensure there are strong strategy-creative relationships. 28:36 – Examples of the GET/WHO/TO/BY brief.

Further reading

WARC Talks: Writing better briefs

How to write a creative agency brief

Generative AI:...

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