This piece is not about arguing for or against creative briefs (Jon Steel has some good arguments for using creative briefs and briefings if you’re interested). Instead it’s a quick review of some different creative brief templates I’ve tried over the past year or so.
Jung von Matt
[Click to enlarge]
This is the brief template of my agency. It features a before-and-after effect box and a section called The Bri which is sort of a condensed version of the BRIef. It’s shaped like a beer coaster, because the middle part also exists as a physical beer coaster which can be printed on and handed out to creatives – over a beer of course. The backside of The Bri is a concept starter that’s filled in by the creative director. Because the brief template is German it also includes a calender for better organisation.
Pros: The before-and-after effect and the integration with CD and planner in the creative process. Cons: Overly complex with many different elements confuses creatives not to mention account people. Verdict: Typically German. Intentions are good, but it's too complex to be practical - that's why it's being replaced by a simplified version. 5/10
M&C Saatchi
[Click to enlarge]
This brief follows the M&C Saatchi philosophy of brutal simplicity and one word equity, and the whole brief is built around this idea. The setup of this brief is not totally unique, but there’s kind of a nice flow and logic throughout the brief.
Pros: Good amount of elements. Requires structured thinking.
Cons: One simple proposition might not always be the solution.
Verdict: My favourite brief for standard projects. Gets the job done. 7/10.
Fallon
[Click to enlarge]
There’s a trend among some agencies to have a ”naked” brief (Saatchi & Saatchi is another), perhaps a reaction to the fact that good briefing templates is an oxymoron.
The nakedness allows for some flexibility and avoiding unnecessary bullshit that will pollute the delicate minds of creatives. Obviously, the idea of purity disappears as soon as you start writing something on it.
Pros: Openess allows for flexibility and creativity.
Cons: Quality will depend solely on who writes the brief.
Verdict: Will only be better than your standard brief template when there’s a sharp mind behind the pen, and it will not work when you have a hangover. 6.5/10
BBH
[Click to enlarge]
The center of attention is the role of communications which suggests focus on the actual problem solving. I like that. There are also a field that allow for engagement strategy, which is good if you want to develop creative channel solutions.
Pros: Focus on the task rather than the message allows for creative flexibility.
Cons: No focus on HOW the communication should be to be effective allows for free interpretation of how a problem can be solved.
Verdict: A modern creative brief template that covers most areas while still allowing for creativity, but not that inspiring to be honest. 8/10.
Crispin Porter + Bogusky
This is not the brief template per se, but the key elements of it. It’s totally different than other briefs, because it starts with the conceptual idea itself with arguments (on why this idea will work in terms of psychological tension, talk value and problem solving. These elements work the other way as guides.
As the briefing itself is a solid minimum-level concept and creative teams will focus more on execution ideas rather than concepts, this brief takes the creative process one step further than do the other briefs.
Pros: Puts pressure on planner to deliver psychological insights and on CD to deliver a workable concept.
Cons: Less creative freedom for creative teams in terms of creating a big idea themselves.
Verdict: Phenomenal, I love it. 9.5/10.
One of my favorite blogs is Yimby, short for Yes In My Backyard. The blog discusses the urban development of Stockholm, and as you would expect it's always a two-front discussion between progressiveness (represented by architects and urban planners) versus conservatism (represented by politicians and "concerned" citizens).
In principle, advertising agencies exist because companies that hire them are unable to be creative or think differently when it comes to communications. A common mistake is that this package comes with attitudes of superiority and arrogance.
And isn’t it part of the agency lifestyle to wear sunglasses, arriving late and chew gum at meetings? And being a rock n roll rebel?
If it means losing pitches and accounts then yes.
But winning awards and earning $$$ is hard without actual clients to work on.
Too many clients I’ve talked to have said they chose another agency because of their arrogance rather than their creative skills. Not surprisingly, these agencies are often the well-established-but-not-so-great ones.
So, if you’re agency is losing clients, revenue and firing people it’s probably you I’m talking about.
Having an attitude is probably THE easiest thing to achieve in the advertising business.
This piece is not about arguing for or against creative briefs (Jon Steel has some good arguments for using creative briefs and briefings if you’re interested). Instead it’s a quick review of some different creative brief templates I’ve tried over the past year or so.
Jung von Matt
[Click to enlarge]
This is the brief template of my agency. It features a before-and-after effect box and a section called The Bri which is sort of a condensed version of the BRIef. It’s shaped like a beer coaster, because the middle part also exists as a physical beer coaster which can be printed on and handed out to creatives – over a beer of course. The backside of The Bri is a concept starter that’s filled in by the creative director. Because the brief template is German it also includes a calender for better organisation.
Pros: The before-and-after effect and the integration with CD and planner in the creative process. Cons: Overly complex with many different elements confuses creatives not to mention account people. Verdict: Typically German. Intentions are good, but it's too complex to be practical - that's why it's being replaced by a simplified version. 5/10
M&C Saatchi
[Click to enlarge]
This brief follows the M&C Saatchi philosophy of brutal simplicity and one word equity, and the whole brief is built around this idea. The setup of this brief is not totally unique, but there’s kind of a nice flow and logic throughout the brief.
Pros: Good amount of elements. Requires structured thinking.
Cons: One simple proposition might not always be the solution.
Verdict: My favourite brief for standard projects. Gets the job done. 7/10.
Fallon
[Click to enlarge]
There’s a trend among some agencies to have a ”naked” brief (Saatchi & Saatchi is another), perhaps a reaction to the fact that good briefing templates is an oxymoron.
The nakedness allows for some flexibility and avoiding unnecessary bullshit that will pollute the delicate minds of creatives. Obviously, the idea of purity disappears as soon as you start writing something on it.
Pros: Openess allows for flexibility and creativity.
Cons: Quality will depend solely on who writes the brief.
Verdict: Will only be better than your standard brief template when there’s a sharp mind behind the pen, and it will not work when you have a hangover. 6.5/10
BBH
[Click to enlarge]
The center of attention is the role of communications which suggests focus on the actual problem solving. I like that. There are also a field that allow for engagement strategy, which is good if you want to develop creative channel solutions.
Pros: Focus on the task rather than the message allows for creative flexibility.
Cons: No focus on HOW the communication should be to be effective allows for free interpretation of how a problem can be solved.
Verdict: A modern creative brief template that covers most areas while still allowing for creativity, but not that inspiring to be honest. 8/10.
Crispin Porter + Bogusky
This is not the brief template per se, but the key elements of it. It’s totally different than other briefs, because it starts with the conceptual idea itself with arguments (on why this idea will work in terms of psychological tension, talk value and problem solving. These elements work the other way as guides.
As the briefing itself is a solid minimum-level concept and creative teams will focus more on execution ideas rather than concepts, this brief takes the creative process one step further than do the other briefs.
Pros: Puts pressure on planner to deliver psychological insights and on CD to deliver a workable concept.
Cons: Less creative freedom for creative teams in terms of creating a big idea themselves.
Verdict: Phenomenal, I love it. 9.5/10.
One of my favorite blogs is Yimby, short for Yes In My Backyard. The blog discusses the urban development of Stockholm, and as you would expect it's always a two-front discussion between progressiveness (represented by architects and urban planners) versus conservatism (represented by politicians and "concerned" citizens).
In principle, advertising agencies exist because companies that hire them are unable to be creative or think differently when it comes to communications. A common mistake is that this package comes with attitudes of superiority and arrogance.
And isn’t it part of the agency lifestyle to wear sunglasses, arriving late and chew gum at meetings? And being a rock n roll rebel?
If it means losing pitches and accounts then yes.
But winning awards and earning $$$ is hard without actual clients to work on.
Too many clients I’ve talked to have said they chose another agency because of their arrogance rather than their creative skills. Not surprisingly, these agencies are often the well-established-but-not-so-great ones.
So, if you’re agency is losing clients, revenue and firing people it’s probably you I’m talking about.
Having an attitude is probably THE easiest thing to achieve in the advertising business.
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