A great way to get noticed and test your advertising skills is to enter open briefs. D&AD runs open student briefs for campaigns and there are others.
http://www.dandad.org/awards/student/2009/categories/25/open-brief-1
http://www.bootb.com/en/all-briefs/
This is an excellent way to get onto advertising courses by standing out. It will help you to develop a portfolio and to get the juices flowing. Its great to have the knowledge and theory provided by books; but taking it to the next level and forging a campaign idea is just so much more fun.
You don't even need to enter these, you can keep the ideas to self , it's just nice to see the kind of briefs set.
Showing posts with label Creative Brief. Show all posts
Showing posts with label Creative Brief. Show all posts
Thursday, 9 December 2010
Wednesday, 1 December 2010
Creative Must Haves...
OK, I have put together a brief list of my top creative books that are helpful and interesting...
Easily the the best book on copywriting. Simple. To the point. Used by copywriters all over the world.
Step by step guide to developing the strategy behind creative campaigns. One of the most important reads for would be creatives.
The best book on life within the industry. Luke Sullivan is a comic genius. Entertaining whilst still being extremely informative.
Let me know of any others that you have read that would be good to put up on the list, or just comment on some of the ones I have mentioned if you have anything to say about them!
Easily the the best book on copywriting. Simple. To the point. Used by copywriters all over the world.
Step by step guide to developing the strategy behind creative campaigns. One of the most important reads for would be creatives.
The best book on life within the industry. Luke Sullivan is a comic genius. Entertaining whilst still being extremely informative.
Let me know of any others that you have read that would be good to put up on the list, or just comment on some of the ones I have mentioned if you have anything to say about them!
Sunday, 28 November 2010
The Creative Brief
What is the Creative Brief?
As
previously mentioned, the creative brief is part of the Account Planners process in aiding the Creatives.
The creative brief is there to give direction to the Creative team as they search for a creative concept (Wells, 2006). It is there to give clarity to all involved in the campaign. Typically it would include; the problem to be solved, the aims and objectives, the target audience, the positioning strategy, the type of creative strategy, tone of voice and execution considerations. Different agencies tend to have a different format that they follow. Some may be outlined by a number of questions such as 'What is the key benefit?' and other formats may include any additional points that will help the creative, such as the role of the communications as a whole.
Last year at Uni, we were given a live brief by Fallon and Radio One to produce an Account Planning document. The final stage of the document was to produce a Creative Brief. I found the whole process exciting and it highlighted the importance of insights in developing a campaign. The insight must be a reflection of the consumer and it can either be emotionally driven or for a functional benefit. For anyone wanting to get into advertising, have a look at Account Planning books and practise developing a creative brief. Even if you do not want to go into this area, Account Planners will often communicate with account management, creatives, the client etc. So knowledge of what they do will be useful.
I will soon upload key Account Planning books, so keep an eye out!!
The creative brief is there to give direction to the Creative team as they search for a creative concept (Wells, 2006). It is there to give clarity to all involved in the campaign. Typically it would include; the problem to be solved, the aims and objectives, the target audience, the positioning strategy, the type of creative strategy, tone of voice and execution considerations. Different agencies tend to have a different format that they follow. Some may be outlined by a number of questions such as 'What is the key benefit?' and other formats may include any additional points that will help the creative, such as the role of the communications as a whole.
Last year at Uni, we were given a live brief by Fallon and Radio One to produce an Account Planning document. The final stage of the document was to produce a Creative Brief. I found the whole process exciting and it highlighted the importance of insights in developing a campaign. The insight must be a reflection of the consumer and it can either be emotionally driven or for a functional benefit. For anyone wanting to get into advertising, have a look at Account Planning books and practise developing a creative brief. Even if you do not want to go into this area, Account Planners will often communicate with account management, creatives, the client etc. So knowledge of what they do will be useful.
I will soon upload key Account Planning books, so keep an eye out!!
Friday, 26 November 2010
Account Planning
Account Planning
Before starting my advertising course, I wasn't sure exactly what the 'Account Planner' did.
AP is the area that should bring objectivity to the process, bringing the consumer into the equation and influencing the creative process. The Account Planner should find a key proposition that is motivating to the consumer, differentating from competitors and true to the product. Basically, it is finding the golden thread or key insight.
The role of the account planner is large, from chosing the target audience, understanding their key insights, determining a position for the brand, developing a communications strategy and setting media/creative stratgies. The part of the process that brings all of this together is 'the creative brief'.
Look out for a future post all about the process of 'the creative brief'.
Before starting my advertising course, I wasn't sure exactly what the 'Account Planner' did.
AP is the area that should bring objectivity to the process, bringing the consumer into the equation and influencing the creative process. The Account Planner should find a key proposition that is motivating to the consumer, differentating from competitors and true to the product. Basically, it is finding the golden thread or key insight.
The role of the account planner is large, from chosing the target audience, understanding their key insights, determining a position for the brand, developing a communications strategy and setting media/creative stratgies. The part of the process that brings all of this together is 'the creative brief'.
Look out for a future post all about the process of 'the creative brief'.
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