Ten Tips for Effective Creative Briefs
July 28, 2010
Executive Summary
Successful marketers know that it’s worth all the blood, sweat, and tears to produce a compelling Creative Brief. In fact, a great brief is the key to great advertising - advertising that builds your business overnight and builds your brand over time. In this webinar, find out how to get a brief that makes the creative team say, “I Get It!”
The webinar leader is Jane Maas, former creative director at Ogilvy and Wells, Rich, Greene, whose credits include the legendary “I Love New York” campaign. She shared some powerful guidelines and little-known tips for effective briefs.
These include:
- The key consumer benefit is the heart of the Brief. It must be important and differentiating. And remember that an emotional benefit is more persuasive and more memorable than a rational one.
- Define your target audience. If you try to talk to everybody, you’ll end up delivering white bread. How to decide how much is too much.
- Insights: your best competitive advantage. They’re worth their weight in gold. How and where to find them.
- Product category. YOU can define it, not the product. Digiorno took itself out of the supermarket freezer and into the restaurant business with: “It’s not delivery. It’s Digiorno.” What is your category?
- Reason-to-Believe. How to select the most important support and avoid a laundry list.
- Tone and Manner. One of the most important and least understood areas of the brief.
This webinar contains real-world examples and success stories -- ideas you can put to work for you immediately.
Speaker: Jane Maas, former Creative Director at Ogilvy and Wells, Rich, Greene
Source
"Ten Tips for Effective Creative Briefs." Jane Maas, former Creative Director at Ogilvy and Wells, Rich, Greene. Webinar Presentation 07/28/2010.
