Tuesday, October 18, 2011

The Creative Brief

Rethinking the creative brief is sweeping the marketing industry. Why? Well for starters, "always-on" is replacing initiative thinking. Therefore the brief, in-and-of-itself is constantly in motion. You know the standard brief, consisting of a bit of background information, design insights, character & tone and any relevant data PLUS an outcome or return on investment benchmark. But what if there was no ROI benchmark? What if a design strategy was replaced with a key ENGAGEMENT insight that offered a reason for the audience to engage. Perhaps HOW you anticipated the consumers to react is replaced with key SOCIAL insights detailing compelling reasons WHY they would share. Net, what is the STRATEGIC IDEA? What's the bullseye (PURPOSE) of the creative brief and any executional considerations (fun detail please). Giving birth to new social media marketing strategies will require a sweeping concept change to our dynamic starting blueprint, and a fresh new approach to creative briefs.

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