Redefining the Brief: How to Develop Briefs That Matter
Date: February 24, 2012
Webinar start time: 1:00 PM
Part of the reason agencies are stuck in a cycle of producing traditional solutions is because we still rely on outmoded tools. Today, creativity is manifest not just in what the message says, but where it appears – not just content, but contact and context. Using just the traditional creative brief to guide us is an incomplete solution.
Agencies need different briefs not just for different types of assignments (project, campaign, platform), but for different stages in the customer journey. More importantly, agency professionals need to do a much more thorough and thoughtful job of preparing briefs and briefings.
The process of developing a brief should never be about “filling in a form,” but rather providing the kinds of insights that inspire innovative creative development, channel selection, and campaign deployment. It’s been said that a well-written brief can almost stand on its own as a piece of consumer communication. This Webinar explores:
- Why we need different briefs for different types of assignments and different stages in the customer journey
- New frameworks to make your briefs more useful and relevant
- How to craft a more meaningful brief using consumer language instead of marketing-speak
- Why the briefing is just as important as the brief itself
What you can expect from this webinar
Because brands are built differently today, a new set of briefs can help us explore new kinds of solutions to marketing problems. We’ll show how the customer journey is the new framework for marketing strategy and how the right briefs can inspire not only effective message development, but more effective and relevant channel selection.
Questions or feedback? Contact us.
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