Briefs Bank and American Express Essay

Briefs Bank and American Express Essay Briefs: Bank and American Express Essay Better Briefs â€Å"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. ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ 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. ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ A Good Brief Energises creatives Is an enabler, not instructions Concise, distilled, tight Includes briefing as well as the document Your own notes :- ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Exercise 3: What is difficult about the briefing process Work with a partner. Write down the things how find most difficult about briefs and briefing. Think through the whole process from taking a brief to finalising work, not just writing the document. Be ready to share with the whole group in 10 minutes.