Developing An Effective Creative Brief
Every year for the past thirty years Lexicon has received dozens of creative briefs usually prepared by a client, sometimes by the advertising agency. Most recently, “brand strategists” either inside or outside the client have been preparing them. No matter the source, they are usually not very good. What is most striking is that they all sound and look alike even across distinctly different categories. You have to wonder “Why?”
This piece is not a “how to” article. It has just a few observations that may help to improve the process.
Most clients have a standardized approach to writing the brief. These briefs have sections. “Brand vision”, “tone”, and “brand voice” are phrases we often see. Because they are so formulaic we often find these documents way too logical and static.
True, some look and sound impressive. The various sections are often filled with popular…
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