a social media creative team's dream brief
TRANSCRIPT
If Account Executives are from Mars,then the Creative Team is…
probablyFROM A GALAXY FAR, FAR AWAY!
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And sometimes, it just feels like we, the creative team,speak a different language altogether.
Sometimes deadlines are tight.
Sometimes that certain piece of workhas to be reworked.
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While the language maybe different,we’re more than willing to translate.
Here’s how to give us a creative brief that willmake things easier for us (and smoother for you).
It’s a win-win!
TOO MUCH INFORMATION(it’s called a brief for a reason!)
DON’T: Fill out the brief with unnecessarydetails or give us a whole list of pros of the
product to work with.
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INSTEAD, TRY: Answering this one question:What is the one thing you want us to dramatise?
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THE ATTACK OF THE JARGONDON’T: Employ roundabout marketing
terminologies and utilize grandiloquentverbiage. (See what we mean?)
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CARRY OUT REBRIEFING - SECOND TIME LUCKY!DON’T: Brief us without fully understanding
the clients’ requirements first! Multiple changesat a later stage = wasted time & effort.
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INSTEAD, TRY: Rebriefing. After you prepare thecreative brief, run it by the client to make surethat you’ve got the proposition right and that
you’re not missing anything important!
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AN UPSIDE DOWN BRIEFDON’T: Start with the long-winded background details,
before leading up to the requirement andthe actual proposition.
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INSTEAD, TRY: Giving us the proposition first.We creatives are an intuitive bunch, so this
helps us absorb the information better.
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DIVE DEEPDON’T: Simply give us a superficial
understanding (the Who, What, Why) andleave it at that.
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5
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A good brief eliminates misinterpretations.
A good brief is the difference betweenpulling all-nighters and getting it
right the first time, so that we can all go out for a beer.
Care to join us for a round or two?
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THANKS FOR READING!Compiled by:
Sanhita Mukherjee & Riya Naskar
GOT SOME INTERESTING STORIES TO SHARE ON CREATIVE BRIEFING?FEEL FREE TO REACH US OUT AT:
www.happymarketer.com@hmarketer | [email protected]