brevity – Gemma Teed

The clue’s in the name – it’s a creative BRIEF

Posted on 05/10/202324/10/2024 by Gemma T in agencies, brief writing

I've been delivering creative brief writing training to agency strategists and client service teams for most of my career. And, by far, the two most common problems I see with people’s creative briefs are sub-standard propositions (which is a whole other post) and excessive length. It’s called a creative brief, not a creative long. 2-3 … Continue reading The clue’s in the name – it’s a creative BRIEF →

Keep it simple, Strategist

Posted on 10/11/202022/08/2024 by Gemma T in Account Planning, creative briefing, Planning, presenting

I’ve always been a less-is-more type when it comes to putting my thoughts on paper. In my first few years as a Planner in the early 2000's, I was fortunate that back then agency clients were generally happy with half a dozen slides of ‘show your thinking’ with a few cited insight sources. By the … Continue reading Keep it simple, Strategist →