Media owners are offering a range of services in an attempt to keep advertisers on board during lockdown; a common theme is help with creative, either in finding the right tone or in finding ways to develop new creative.
The consequence of not having sufficient perspective is that it’s easy to start believing your own publicity, therefore, Malcolm White says, an agency’s most valuable strategic service to their clients is to put the client brief through a constructively sceptical filter.
HOLLYWOOD, FL: Marketers hoping for stronger creative work must look beyond a reliance on templates when crafting briefs, and instead make this process a truly collaborative exercise with their agencies.
GLOBAL: Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative department, are key ways in which an agency adds value, two industry figures say.
Merry Baskin and Kate Waters, WARC Best Practice, August 2017, pp. 36-37
This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.