I love my briefs. Not tighty whities or bike shorts. Brand briefs. I’ve got a million of them on the hard drive. What gets my engine going when reading old briefs are the insights. Insights about targets, consumer desires, claims and proof arrays. Insights are the stim creative people crave. When well done, insights wrapped in a poetic, meme-able packages, light fires under art directors, copywriters and creative directors.
Insights are catalysts supporting the brand idea. A good brief will offer up multiple insights – but it’s the creatives who figure out which are most actionable, motivating and fanciful.
Early on I recognized I’m only about 15% creative. I’ve worked with, studied, and stalked some of the great creative minds in the business. I’m not them and never will be. Being a diagnostician and insight doctor is the next best thing.
My old briefs remind me of the love. Campaigns come and go, a powerful brand idea is indelible.
Peace, in this “post truth” campaign world.
