I sometimes wonder how creative people can write ads or other selling pieces without trying or using the product. It happens often. One can write a TV spot for a heart operation without having undergone surgery certainly, but for the most part good creative people use the products they sell and competitor’s products. Some creative people feel they know their craft so well, however, that product usage is not important. They are mistaken.
That said, where copywriters, art directors and producers get to truly understand products is through the creative brief. The communications strategy on the brief is a single, focused selling statement which guides the message, but inspiration for the creative idea can come from anywhere on the brief. A good brief, as the first Peter Kim used to say, inspires creative ideas. A good creative brief gives provides idea stimulation. A good brief helps creatives live the product. Good brief, good ad. Peace!