How to identify a bad brief.
A creative should be able to identify a bad brief as easily as an account person can identify a bad piece of creative.
Signs you've been given a bad brief:
The brief is longer than one page.
The single-minded message section contains more than one message. (I've had single-minded messages presented in bullet points. Wish I were kidding.)
It's creatively worded so that several messages are scattered throughout different sections (e.g. One in the key insight, one in the net takeaway, a different one in the mandatory).
The target description is mostly demographic. (We're talking to 18-32 year old men who make between $20,000 and $80,000 a year...)
It's a "middle strategy." Tastes good, but also good for you. Not to big, not too small. Fancy, yet affordable. Not too boring, but not too memorable either.
There's nothing unexpected, inspirational or insightful.
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