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Brief me, pleaaaaase!







"I need a break brief"
"Brief" is becoming a word to kill for nowadays. I just have to say "give me a brief" to trigger a raffle of weird looks from my interlocutor, and sometimes it goes like "but we're discussing now!"... well, I can let go and get an affirmation that our discussion IS the brief. But truth doesn't take time to show up: "why don't we do a promotion or offer something?", or "can we say some other message?", or some other person comes and tell the team they were wrong in their approach, and that a brief would be re-written...!

 I would have loved to be the cool dude who helps you leave on time, but it's not up to me.. when it starts becoming a habit, and the cool dude is not that cool if one day he calls halt to the bad habit, then you should know it's for the sake of the client, the agency, the artists, the creatives, and the industry centennial learnings.

 Some might defend that deadlines are getting shorter, I would reply and pinpoint that the quantity doesn't justify microwaved quality. Look around you, and google yesterday's ads to see a big difference between a fine-dining quality creative and a fastfood junk. 

 Take your time, breathe, think, do some research, think, ask people, write, ask again, think and then share with your service provider, whether he's a creative, artist, producer, manufacturer, and you will thank God for the few hours he gave you to fine-tune your brief before launching any action.

 So, if you read this note, please never ask a creative for a solution to your problem if you dont provide a correct description of it, and the it goes like this: 
  1. Project background: please don't copy-paste from the client homepage!
  2. Why are we advertising? write there the problem your ad should solve 
  3. What do we need to tell people (SINGLE mind proposition or message, and it's a single one btw)
  4. To whom do you want to talk (target audience is not just males & females, 15-55 years old, CSA A+, B & C, give me demographics mate!)
  5. The RTB (reason to believe) or USP (UNIQUE selling point)
  6. What do you need (tell me you absolutely need a poster, if I think we should do something else we shall discuss, but don't tell me you dont know, you can ask your client)
  7. If you have something in mind please mention it now or shut-up forever.

I would love to hear your comment... whether you are a cool guy in T-shirt or a suit.

Comments

  1. Anonymous2 December 2013 at 16:19

    I think part of the problem lies in the fact that many companies view their advertising agency as a vendor rather than a collaborative partner. Many clients lack the vision or expertise to craft an appropriate strategy. Many agencies lack the reputation or skill to market themselves as innovative, creative thinking industry leaders. In instances where the agency is unable to position itself as a vital partner, being relegated to a mere production vendor status is inevitable. In this situation a project brief becomes unnecessary. The client simply dictates on a project by project basis ignoring any cohesive brand strategy. Many agencies have resigned themselves to being a production vendor as long as the client pays their bills. For many a project brief or time to think and develop a concept is a luxury seldom afforded. This is certainly a disturbing trend in the advertising industry.

    Furthermore, it has been my experience that the majority of account executives lack the skill and expertise to sell creativity and innovation to the client. Ask the nearest account executive to define "responsive design." If they can't, they have no business sitting in front of the client.

    ReplyDelete
  2. Harry Webber2 December 2013 at 16:28

    Mohamed,

    Peace be unto you and your team.

    As a member of the group that developed the first Creative Work Plan at Y&RNY in 1968, I find great amusement in your comments about how the process has degenerated. The first campaign developed under the CWP system was "I Am Stuck On Band-Aid Brand." Today, it is ranked as the longest running advertising campaign in history. Still running strong since 1968. Still running strong through four agency changes. Still running strong because it still works. I am proud to have been a member of the creative team on that campaign along with Mike Becker and Barry Manilow. There is no dubt in my mind that the longevity of that creative is the result of the painstaking process of getting everybody at the client and agency on the same page abs regards the essence of the message we were charged to present to the audience. Please take heart as you continue the good fight for thought instead of reaction. And feel free to relate this example of longevity if it helps you make your case.

    HarryWebber.com

    ReplyDelete
  3. Moe3 December 2013 at 16:23

    Dear Mr. Webber, I'm honored that a teacher like found interest in commenting on my small post. and you just gave me the greatest argument I shall use for my (team's) cause and that of the whole industry (on my tiny scale).
    Could you please give any reference of that CWP?

    ReplyDelete

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