After receiving a couple of comments on this blog related to the fact that ‘Why don’t I accept guest posts from other people interested in Advertising?’, I thought, well, why not?

So, after realizing that no blog carnival is active at the moment, starting this week I added this ‘Advertising Notebook’ as a Blog Carnival, where every Sundays at creativity o’clock will be a deadline to receive material that will be posted in this blog.

So if you have any interesting Advertising related material to share (copy, motion, art, creativity, independent projects, innovation, internet, marketing, social media, video ads, print ads, viral videos,…) please let me know, it’ll be posted in this blog with your own name and respective link to your blog.

So far we already have four posts in the waiting line! So hurry up!

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If you are familiar to the Advertising world you already noticed that brief is one of the words most used in daily talk. In this post I’ll try to show its importance.

Brief itself should be separated in two distinct ones: the client brief and the creative brief.

The client brief: Whenever a client contacts an agency in order to develop an advertising campaign, a list of attributes should be given by the client to the agency. Without this list, the agency would never be able to build up a successful campaign if they don’t know what’s the main objective of the campaign for example.
The essentials that a client should provide to an advertising agency that constitute the client brief are:
- Where are we now?
- Where do we want to be after this?
- What are we doing right now to get there?
- What’s our target group? Who do we need to talk to?
- How come we will know that the accomplish the objective?

This pretty much is what needed to be presented by a client to an agency in order to guarantee that the agency has enough input to create a successful campaign. (Other issues are related with market search and the campaign planning style are also of extreme importance, however I won’t tackle them in this post).

The creative brief: After the client brief has been received by the agency, now the account management and account planning teams are responsible to transform a client brief into the creative brief, which will need, obviously, to be approved by the client itself.

We can say that a good creative brief is the one that stimulates creativity and enhances original ideas by the creatives. There should be enough space for imagination occur, the creative brief shouldn’t be too restrictive that will be just possible to work in one direction. We should remember that at this point creatives will come to some idea of how the deliverables will be, which will serve as input to the production team, so we should always keep in mind that in the first steps of the creative process to leave it as open as possible, and not act in a ego-related fashion.

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