April 28, 2009
Regarding The Creative Brief, I’ve always thought most are too long and deep. Like most creatives, I like a brief that’s short and focused. Here’s a collection of links I tracked down after reading Leon Phang’s “totally subjective creative brief template review” at the Planning Lab. The 4 questions above is the template Crispin Porter+Bogusky uses when writing up a brief. A little more insight and examples are found at The Planning Lab. In his blog a few years back, Russel Davies invited others to contribute to “the ultimate brief template” in his blog.  The resulting deluge of comments are worth cherry-picking through if you’re writing your own template. Here’s an overview of a lecture Tom Morton (Managing Partner Planning for TBWA) gave about the principles behind a good creative brief. And lastly, an interesting paper from the WPP site asking “Why is a Good Insight Like a Refrigerator?”. Mentions that a good creative brief should contain a “bold hypothesis”.

Regarding The Creative Brief, I’ve always thought most are too long and deep. Like most creatives, I like a brief that’s short and focused. Here’s a collection of links I tracked down after reading Leon Phang’s “totally subjective creative brief template review” at the Planning Lab.

The 4 questions above is the template Crispin Porter+Bogusky uses when writing up a brief. A little more insight and examples are found at The Planning Lab.

In his blog a few years back, Russel Davies invited others to contribute to “the ultimate brief template” in his blog.  The resulting deluge of comments are worth cherry-picking through if you’re writing your own template.

Here’s an overview of a lecture Tom Morton (Managing Partner Planning for TBWA) gave about the principles behind a good creative brief.

And lastly, an interesting paper from the WPP site asking “Why is a Good Insight Like a Refrigerator?”. Mentions that a good creative brief should contain a “bold hypothesis”.

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