30 Sep '11, 3pm
How to write a killer creative brief
I’m in beautiful Bend, OR this week attending and speaking at Bend WebCAM on “Tools of the Trade.” For the first time in as long as I can remember I had time to actually take in a few sessions instead of manning the Raven booth. From lots of great options, I chose the “Killer Briefs” workshop taught by Lynette Xanders of Wild Alchemy . This session focused on researching and writing a creative brief – basically, outlined instructions for work to be done by a marketing agency’s creative team. So why do you need creative briefs in the first place? Creative briefs can help you generate greater efficiency and greater effectiveness, while making your life easier in the process. According to Lynette, a creative brief in its best light is a springboard to ideation, the first creative idea/place to play and the last place we all agreed. Creative brief format A creative brief must ...