Write creative

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Enter the characters you see below Sorry, we just need to make sure you’re not a robot. Do You Hear What I Hear? Why Choose the College of Education? With more than 300 park-like acres, proximity to downtown Indianapolis, and two new state-of-the-art housing facilities, our campus has it all. The best way to get a feel for what life here at Butler is like is to experience it firsthand.

Meet some of our current students. Watch the Bulldogs compete at Hinkle Fieldhouse or the Sellick Bowl. And definitely make time to grab a bite in Broad Ripple or downtown. A good creative brief can be hard to come by. A combination of lack of preparation, increasingly tighter deadlines, bad habits, laziness, poor account management, bad creative direction, and ineffective training all contribute to this document becoming something of a necessary evil. A creative brief is an account team’s interpretation of the client’s wishes. It is the job of a good account manager or planner to extract everything they possibly can from the client.

What are its strengths and weaknesses? What stories can the client tell you? Sit down, in person if you can, and ask every conceivable question. Squeeze every last drop of information from the client. If it’s at all possible, get samples of the product you’re selling. If it’s a service, test it out. If it’s a car, drive it.

If it’s fast food, eat it. Experience everything, and do it as a consumer, not an advertiser. The more you know, the better your brief will be. You can turn weaknesses into selling points. Write about the first thoughts you had after talking to the client or using the product. Jot down the goal of the client, the budget, the timeline, the obstacles, and everything else that you have collected. Spew it all out, because you’ll be using this to make a great brief.

By putting everything down, you will start to see links between seemingly random thoughts, and potential strategies can begin to emerge. Now that you have the raw material, it’s time to start organizing it into something useful. Every creative brief write different, but they share similar traits. This section has many names: creative takeaway, main insight, Unique Selling Point.

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Whatever you call it, focus all of your energy on it. The rest of the information is just information. It’s the arrow that points your creative team in the right direction. You need to boil down everything you have collected, talk to the creative director, other account people in your team, and get to the essence of the project. How would you sum it up in one succinct sentence? Now that you have a powerful SMP and all the information is down on paper, it’s time to get your red pen out and slash some ink.

Your job here is not to impress people with how much research and data you’ve collected. Your creative brief should be just that—creatively written and concise. There’s rarely any need to go beyond that. All of that research you did—the product background and competitive ads—they are all support documents. They play no part in your creative brief. Think of the brief as a rousing speech to stir up the troops and get them motivated. A good creative director will insist on seeing every brief that comes through the department.

After all, it’s his or her job to oversee the creative work, and the brief is a huge part of that process. Don’t just do a drive-by or email it. Actually, sit down and go through it with the creative director. Doing so will give you the opportunity to take feedback, ask questions, and get direction.

You will rarely hit it out of the park on your first try so you’ll likely be repeating steps five, six, and seven at least once more. At this point, showing the client is paramount, because you need their approval on the agency’s direction for the campaign. Not the on the creative itself, but on the direction the project will go. If, when the time comes to present the work, the client says «I don’t like it, that’s not what we wanted» then you can go back to the creative brief and say «actually, it is. When you have a concise, creative brief that has approval from all parties, it’s time to brief the creative team.

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