Freelance Brand and Creative Strategist / Strategic Planner and Fractional Strategy Director
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
I'm delivering more creative brief writing training at the moment and I've gone international! I'm working with a global agency where the creatives aren't always in the same timezone as the planning and client services teams working with them. So good Baton-Passing becomes even more important. Baton Passing relates pretty well to the journey of … Continue reading why Good creative brief writing involves good baton passing
A work distraction to rival twitter landed on the doormat this morning. Stable Stereotypes is a collection of pen portraits of the equestrian eccentrics that populate the horsey world, collated from a regular feature in Horse & Hound. Normally, I imagine this wouldn’t be of much interest to the readers of a blog about Account … Continue reading stereotypes that really do have a place in the creative brief