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Briefs

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  • March 2013
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Better Briefs

“It is the miracle and magic of advertising that a structured formal document can produce communication that
touches people emotionally.”
Shane Weaver

Better Briefs

Objectives

Understanding what is a good brief

How to create them everyday

• The information you need
• Interpreting the client brief and turning it into a good creative brief • Tips, wisdom and practice

Exercise 1: Common pitfalls

Individually, write the most common pitfalls you see when writing briefs. Think about briefs you write as well what you see in others’ briefs. You will discuss with the group in 5 minutes.

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Exercise 2: Guess the proposition

In pairs, write down what you think the proposition (the single most important think you want to convey) for this work was. Be ready to share with the whole group in 10 minutes....