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
Pieter-Paul von Weiler is the co-founder of BetterBriefs, an advisory and training business that helps marketers write better briefs and deliver more impactful ideas. A highly awarded former agency strategist, having worked at Publicis Amsterdam, Publicis London, Saatchi & Saatchi and AJF Partnership. Pieter-Paul has served as an Effie judge across Australia and APAC for over a decade.
Together with co-founder Matt Davies, he wrote the BetterBriefs Project and The Best Way for a Client to Brief an Agency, a practical guide for marketers to improve the quality of briefs, co-authored by Mark Ritson and published in partnership with the Institute of Practitioners in Advertising (IPA). Pieter-Paul (together with Matt) also led the BetterIdeas Project, a global study exposing the poor state of the creative evaluation process. The study aims to improve the creative decision-making and evaluation practices and was launched in partnership with the World Federation of Advertisers (WFA) and the IPA.