Based on the findings of our BetterBriefs Project, Tom Fishburne a.k.a. The Marketoonist developed this very clever cartoon.
Creative, or marketing briefs as they're also known, can go wrong in so many ways and we've seen the six drawn by Tom too many times!
The 'War and Peace' brief where all the decisions are left to the agency to make.
The 'One Liner' brief where the marketer assumes the agency knows what the job to be done is.
The 'Buzzword Salad' brief that contains all the jargon necessary to hide the brief writer's (lack of) intellect.
The 'Yogababble' brief where generic brand purposes reign.
The 'Copy-and-paste' brief where we don't know where to start so we search internal servers and last year's folders for answers.
And the 'Peace Treaty' brief. Where everyone has different views on where the brief needs to go. A symptom of a lack of strategy.
Thanks Tom for this great piece of work!
Read the full article from The Marketoonist via this link:
https://marketoonist.com/2021/10/types-of-creative-brief.html