in my years as an account guy juggling multiple clients and jobs, it seemed like all i was doing was making sure deadlines were met, projects w/n budget, clients happy, herding cats. that was my job and i did it with focus and determination. However, it sometimes bothered me when i sensed that other people on the team, didn't put their heart into the work. we all have our drivers and motivations in our roles, however, ultimately we ALL have a part in the creative process and the finished product. and, for me, i believe it starts with the client briefing. and as the result of that client discussion, we should be able to produce a well-crafted creative brief. we should sweat it out from the beginning to get the brief right, where everyone is in alignment vs. "just write something up for me and we'll send it over to the creatives." it should be a collaborative and living process, and most importantly, the brief writing process should be fun and have passion behind it. it should'nt be a mechanical, fill-in box #4 with this target audience info, and box #7 with this brand tonality. the brief should be a well written story that will lead and inspire.
so if our jobs as planners is to tell that story, what is the physical manifestation of that story? is it a word document where we fill in the boxes? is it a visual brief, one with images and copy? or is it a video brief, moving images that move us? or perhaps, is it taking the creatives out of the agency surroundings, go offsite, have a beer and a chat about ? think about the people who really connect with you whenever they have something to share. are they reading off a document? probably not. they share with you what they know, what they believe in, what they have heart for.
the brief is more than just carefully crafted words on a document, that only a handful of people can understand. it should be written in plain, everyday english, and be shareable, relateable, no matter what function you have in an agency. it should connect.
and if the brief is able to connect, then it'll stick and it can be shared. tracking w/this? if the story sticks, you don't have to be a planner to tell it. the creative team should be able to re-tell that story to the client when they present the ideas. the client should be able to re-tell that story at their national sales mtgs when the shiny new tv spots are shown.
the brief should be a labor of love, not some process where we're just cranking shit out. if it isn't, you might as well be working at Spacely's Sprockets. one more thing. i'm a fan of friction. it worries me when i present a brief for the 1st time to the team and no one has any questions or challenges to it. bend it, flip it, tweak it, it's helps create a better brief that everyone has a part in developing.
peace out.
"hey Nguyen, what's your beef (noodle soup) about?"
5 comments:
The dodgey brief. I have heard some interesting ones. What about: "Let's make a viral video?" :)
PS. The pho looks good. It's funny that anywhere in the world you get the old Sriracha chilli sauce!
the viral video one is getting tired indeed. yes, the sriracha US headquarters is not too far away from here. the def have a lock on the chilli sauce market, esp at asian restaurants. i've seen knock off versions, and the taste is so far away from the real deal.
Great post. Don't get me started on 'make me a viral' briefs... anyhow, you should check this post out from adliterate; http://www.adliterate.com/archives/2008/10/whats_in_a_form_1.html#more
thanks for the link Tim! by the looks of it, most of the briefs are pretty similar. coming from highly respectable shops, that could be a good thing (that we're taking a disciplined approach) or a bad thing. we're all thinking the same way?
like my agency, i noticed a few of the briefs shared on adliterate having a client sign-off section. sometimes i struggle with a standardized brief format, especially when it is written so that it's more of a "cover your ass, contract between agency and client". is it redundant to have 2 forms of briefs? client version w/standard marketing speak?
and then an agency version specifically for the intended audience...the agency team (i.e. creatives, conceptors, production folks, media, interactive, etc.)
how about we look at the brief as an inspiration...a kick in the pants, fuck i think we can come up w/the best idea to solve your problem, mr/mrs client? which goes back to my post, these briefs should connect and inspire.
most of the creatives that i've worked with, have expressed to me that they don't find inspiration from briefs, the see them more as a contract (or work order) written coming from the client/account/planning team instead. can we help change this perception?
PHO!!!!!!!!!! Did you post that just for me???
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