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Creative Brief Lecture, THE END GOAL - Coggle Diagram
Creative Brief Lecture
briefs are controversial
everyone does briefs differently
Kinds of briefs
brand model
creative brief
strategic work brief
project brief
ect.
a brief is never set in stone
a brief is only as good as the behind the scenes work
briefs aren't the things recognized
no one turns on the superbowl to watch a brief
they are hardly rewarded
BUT THEY'RE VITAL
Brief Parts
learn and digest
what is the client really asking for?
what else do you need to know?
is the problem/challenge framed correctly
do you understand all the elements of the problem?
research
gather good info
audit client and category reports
re-write
share it
edit it
sleep on it
print it
and again...
briefing
don't just print and review
get creative
what experience can you create to help
get them thinking differently
think about not just the briefing but the experience you create around it
example: lady taking people to a prison
write
curate truth into creative challenge
simplify the story- start long and trim the fat
write the brief like a story
give strategists credit always cuz they're neccesary
THE END GOAL
ALWAYS REMEMBER THE END GOAL
be creative problem solvers for the client
help your clients grow and be profitable
Satisfy a client
by creating things that will move their product or service
