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.
Thanks so much. Here’s the link!