Giving Creatives That Warm, Fuzzy Feeling

Just last week I heard a creative from a prestigious agency speak at an event about the divide that exists between the creative department and the account teams in an ad agency. He gave a few reasons why this divide exists and a few ways that we can all try to fix it. While he was speaking on the topic, however, I couldn't help but keep thinking about the role that a planner might play in this high school clique-esque environment. When it came down to it I just felt like the number one thing to do was to always work to give creatives that warm, fuzzy feeling they get when they feel inspired and appreciated. When it comes time to create new work for a client, the place to start is with the creative brief. Planners have one sheet of paper and a few minutes of briefing to give a creative team the same feeling they get when they dig their toes into the sand while drinking a Mai-Tai on vacation.

I found one brief while browsing Pinterest that really seemed to encompass all of the positive brief qualities that are consistently discussed amongst planners and creatives alike. It's a brief for a fruity soft drink brand in the UK, Tango, and it's great.

The brief first assesses the problem the brand is facing with e brand proposition: "Tango is a sleeping giant". That serves as inspiring because it encompasses the potential opportunity for the brand while still creating a sense of urgency. The what do we need to do sections are filled with clear, attainable goals. Then, the real fun begins.

This brief is one I really enjoyed especially because it is chock-full of insights both about the market and the consumer. It clearly states to the creatives that the brand must build its personality to build consumer relationships while addressing the health issue currently being propagated by the media. That's a lot to work with.

After the insights, the brief really begins to envelop its own personality. A specific tone and voice is developed that resonates with the Tango brand. The words resistance, revolution, empowers and assertive all really express the image and tone that the brand is looking for without doing the creatives job for them. I feel that a brief like this is very inspiring and would probably really get the wheels turning in the creative teams' minds. The colloquial-ness of the phrases like "Join the revolution" can really give a creative team the first push into a really productive creative brainstorming.

All in all the brief is sure to give a creative team that aforementioned warm, fuzzy feeling and eventually produce great work.

Take a closer look at the brief here: http://www.graphics.com/article-old/what-does-inspired-creative-brief-look