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’ve still got my mind on creative briefing as I’m now gearing up for my usual winter stint as a Visiting Professional for the Creative Advertising course at Leeds Arts University. Fundamentally, we can’t come up with a strategic, and then creative, response to solving our client’s problem, if we don’t know what the problem … Continue reading Hey client, what’s your problem?
Brief writing is front of mind for me at the moment - I'm getting ready to deliver a fourth wave of brief writing training for a very fast-growing agency and also prepping to deliver lectures to Creative Advertising undergraduates. One issue that rears its head again and again when I train account handlers is that … Continue reading I (still) really care about creative briefs
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