"Thou shalt not cut and paste the client brief."
"No brief is an island."
"Show the tension in the strategy."
"Share it with the creatives."
In today's Sweathead episode, Will Humphrey talks about 20 pieces of no-nonsense advice on how to write, sharpen, and present a creative brief.
Will Humphrey is an integrated planner of 15 years' experience, having worked at a huge variety of agencies (Advertising, PR, CRM, Digital) on many different clients - from telco to charity, to FS and beer. He's taught APG courses, judged the Effies, written the odd award paper, and won a pitch or two.
He likes good writing, tea, pub quizzes, and taxidermy. One of those is a lie.
Connect with him at http://twitter.com/will_humphrey or https://will-humphrey.com/.
P.S. I (Mark) managed to skip words in parts of this interview. As in, I introduce Will as "strategy", which is pretty good for Will but makes no sense. Sometimes my brain misfires but, luckily, Will is fully coherent.
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Gold Effie Case Study: Pagoda's "Put the Egg Rolls in!" - Eden Swanson, Carmichael Lynch for Schwan's Consumer Brands
Case Study: Raising Awareness Of The Mental Health Challenges Facing Black American Students - Edelman's Amina Colter Jones, Dinah Douglas, and Laura Goldsmith
The New British Airways Campaign "Every Reason You Fly" Discussed By A Seasoned Travel Marketer And An Executive Creative Director - Colin Lewis, John Long
When Every Single Day Hurts - John Lyons, Senior Marketer
Tourism Australia CMO Susan Coghill Discusses Australia’s New $125M Campaign “Come and Say G’Day”
Case Study: Repositioning A Hotel-Booking App From "Rooms" To "Spaces" - Mayur Hola, Global Head of Brand at OYO
Case Study: Increasing Vaccinations In North Texas For Dallas Regional Chamber - Tim Gingrich, SVP, Strategy
Playing Games With Brands (And How To Help Them Find Their Place In Gaming) - James Whatley, CSO
Live Strategy Workshop With TEACH - Recruit More STEM Teachers Right Now, Please
“I’m creative but am I strategic, too?” - Share This With Your Creative Teams
Sharing Creative Briefs With Creative Teams - Sit And Talk, Chelsea NYC
The Advertising Industry Is Working Scared And This Isn’t A Winning Strategy - Derek Walker, CEO brown & browner
Why Some People Pursue Mediocrity plus Strategist Support (9 Listener Questions Answered)
Freelancing Without Fear - Lydia Taylor, Sophie Cross, and Howie Chan
Invisible Genius – Four Black Strategists Discuss Life In Advertising
Creative Bosses Give 4 Strategists Feedback Live and In The Face - Jill Applebaum, Kieran Ots
One Mother Of A Comms Planner - Maria Van Buskirk, Media by Mother
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