Briefs: Bank and American Express Essay

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Better Briefs

“It is the miracle and magic of advertising that a structured formal document can produce communication that touches people emotionally.” Shane Weaver

Better Briefs

Objectives

Understanding what is a good brief

How to create them everyday

• The information you need • Interpreting the client brief and turning it into a good creative brief • Tips, wisdom and practice

Exercise 1: Common pitfalls

Individually, write the most common pitfalls you see when writing briefs. Think about briefs you write as well what you see in others’ briefs.
You will discuss with the group in 5 minutes.

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Exercise 2: Guess the proposition

In pairs, write down what you think the proposition (the single most important think you want to convey) for this work was. Be ready to share with the whole group in 10 minutes.

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A Good Brief

•Energises creatives
•Is an enabler, not instructions
•Concise, distilled, tight
•Includes briefing as well as the document

Your own notes :-
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Exercise 3: What is difficult about the briefing process

Work with a partner. Write down the things how find most difficult about briefs and briefing. Think through the whole process from taking a brief to finalising work, not just writing the document.
Be ready to share with the whole group in 10 minutes.
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