the creative brief, re-brief survey

A couple of weeks ago I posted about my intention to reshape the creative brief for the year 2012. First up, I got the conversation started and now I’m wanting to get all quantitative with the power of a survey to get a handle on what’s working and what’s not. Finally, I’m going to partner with someone with specialist knowledge in the land of academia to help me blow it up and start again. Incidentally, if you or anyone would be interested in this, please get in touch.

It has to be said that the brief should never be an exercise in ‘strategy by numbers’, but as it’s the template for all work that gets produced it’s important that it reflects the agency’s POV and the POV and purpose of where the advertising category’s headed, not where it’s been.

It’s important to note that for the purposes of keeping this project at a manageable size, I’ve focused on the actual brief versus the brief + the experience around the brief. Perhaps we can solve that problem next.

Before jumping into the survey, take a look at a couple more links to really get those juices flowing.

–       Google’s Coders & Creatives ‘Agile Creativity’ Hangout

–       Google on Agile Creativity

–       RGA ‘next nine years’ Caanes 2011

Thanks so much. Here’s the link!

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One comment

  1. Just thinking (@KUULA)

    ‘Happy 5th Birthday @madebymany. ‘
    Treat requirements more like hypotheses – We struggled with this as we started to embrace leaner ways of working. It sure is hard to see your ideas as hypotheses to be tested, instead of the utterly genius solutions that you’re so certain they are. But, unless you can learn to be less sure of your own individual ability to come up with the right answer then you’ll struggle to make things that other people actually want.This is antithetical to the way much of the classical advertising world works, but the challenges involved in what we’re making are quite different: eliciting and understanding unknown needs and services that feel like products, and products that consume services. The way these persistent value systems work is way too complex to come unvalidated from a single brain-stem in the time-honoured manner of a great story. No. By far the most difficult thing we’ve had to learn is how to validate ideas through the eyes of customers.

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