The creative brief.


There’s not a creative I know who doesn’t bitch about creative briefs. More often than not they’re just regurgitated clientspeak with cut-and-paste target audience information and a key message that’s either not believable, not ownable, or is nothing more than a feature instead of a consumer benefit.

So the question is: do we need briefs at all? Or can creatives just figure things out on their own? Are briefs worthless or do they provide any benefit to the creative process?

Jasmin Cheng from Twist Image, with the help of a lot of really smart folks, tried to answer those questions. The result is a fantastic slide show that doesn’t have all the answers, but has some really great discussion and thinking. So many of the quotes are spot on and I think it shows that weak briefs are a major problem throughout our industry.


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