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?
Tag: creative brief
I (still) really care about creative briefs
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
stereotypes that really do have a place in the creative brief
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