Filed under: Experience
A number of people have asked to see my one page brief.
Here it is:
To me the planner’s role in giving a creative brief to a team is to tell team a the story- set up the protagonist/ the consumer, outline their obstacle and the part you have for them- the hero.
Give your story a beginning a middle and end. Allow the team to collaborate with you as you tell the story.
Show the landscape that the story takes place in (and how your choice of landscape drives the narrative).
It might look like this at the end:
But it won’t look like this:
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