"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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Leading Strategy In A Social Media Agency - Rob Engelsman, Head of Strategy & Relevance
The Psychology of Zine-Makers - Clint Johns, Cognitive Psychologist
The Mission To Become A Full-Time Strategist - Itumeleng Ndaba, Art Director
Doing Strategy For Good...Social Good - Penny Norman, Senior Strategist
Newish To Creative Briefs? Welcome To The Mess...Uhh, Fun - Esther Wang, Strategist
Creativity in Marketing - Karl Isaac, Fractional Chief Brand and Marketing Officer
Resilience - Walk And Talk, Central Park
How The Creative Brief Writer Matures - Solo Chat
How One CEO Has Led Their Agencies Through A Global Pandemic - Heeru Dingra, CEO, Isobar Group India
CEO 101: Getting Inside the Head of a CEO - Sara Tate, former CEO of TBWA\London
Strategy is Everywhere, But Where Do I Go To Do It? - Lydia Taylor, Freelance Strategy Lead
How Running a Small Business Helps in Account Planning - Ben Kuria Mburu, Strategy Director
Strategy Questions You Have In Your Mind Lead To Answers From My Mouth - Over 10 Of Your Questions Answered
Brandsplaining–Why Most Marketing to Women Doesn't Understand Women - Jane Cunningham and Philippa Roberts, PLH Research
The Life-Affirming Nature Of Strategy Work - Direct From A WeWork Phone Booth On W25th St
Bullying in Agencies - Colleen Merwick, Strategy Director
How Would You Sell IKEA To Architects? - Live Strategy with Ana Škorić
The Shift From Agency To Tech Platform - Tatiana Peck, Facebook Creative Shop
The 4Cs, Get/To/By, And The Four Points (Plus 1 Million Listens!)
The Proust Questionnaire But For Brands - Parker Mason, Strategy Consultant
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