Agencies and Briefs. And here, Ladies and Gentlemen, you can see: The Problem.

Januar 6th, 2012 • Advice, Strategy
Tags: Agencies, creative briefs, Funny, Strategy, Truth, World

I cannot really figure out whether I am disgusted or fascinated. Clearly this fictional Creative Brief is a great example on why so many Creatives think these documents are useless.

via ibelieveinadv

Creative Briefs. Two Decks on making them evolve.

August 11th, 2010 • 1 comment Jobs, Strategy
Tags: Agencies, Cool, Creative, creative briefs, Ideas, Jobs, Prediction, Presentation, Process, Strategy, Tools, World

As a strategist it is kind of a fixation to think about creative briefs. Creative brief? Yes, a piece paper which traditionally is created by a strategist/client directore to serve as a guideline for the creative process. There are literally hundreds of these templates out there. Some are good and some are bad.

In fact, most creative briefs circulating in agencies nowadays are pretty old school. That’s not surprising. Most agencies are pretty old school in the first place, secondly all too often the briefing context is the key problem and not the template. Finally, the ownership over the document is frequently not shared among the different stakeholders. Stupid process that is.

Jasmin Cheng has pulled together quite a nice deck that collects a lot of thoughts about this problem.