the perfect brief

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Canis major
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Re: the perfect brief

Post by Canis major »

I think a good brief should have good stitching and a sober colour.

Lame jokes apart, a brief should help the creative by giving him an insight to work with. Something he can mould. And no the USP shouldn't be the headline. Then where is the creative hook. The brief should give you a fact/ insight that you can work with. Be it product behaviour, or consumer insight or whatever.
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encyclomedia
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Re: the perfect brief

Post by encyclomedia »

well put Canis. Have you received a decent brief lately?
I am not the admin anymore.
Canis major
Posts: 264
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Location: New Delhi

Re: the perfect brief

Post by Canis major »

encyclomedia wrote:well put Canis. Have you received a decent brief lately?
Not really Encyclomedia, but I remember this woman in the first company I interned ( a start up, started by stars; lol) , who came very close to it. But now I'm in a situation where I have to write the brief, and then execute it. Talk about working on the client's side. I'm sick. Come on people, aren't there any opening around?
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TruthHurts
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Re: the perfect brief

Post by TruthHurts »

There are many openings but the guys/girls controlling it are jaded and insincere. They seem to want to push people they know and no one wants to take chances. Make a list of your contacts and get at it!
Truth Hurts. But bad advertising hurts even more.
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Anurag
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Re: the perfect brief

Post by Anurag »

You got to know guys on the inside.
Advertising is 90% Gadhagiri 10% Pfaff
Canis major
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Re: the perfect brief

Post by Canis major »

Anurag wrote:You got to know guys on the inside.
Well I've found a way without knowing people. Well except for the people whom I've worked with. I rather do it on my own. I once mailed V Sunil and he replied back in 10 minutes after seeing my work and said someone will get in touch with me. After 3 days, I became impatient and mailed a sarcastic letter to him and then I never heard from him.
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Anjana Kamat
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Re: the perfect brief

Post by Anjana Kamat »

Hahaha! You did not massage his ego.

This is a business of egos. What else is there? The produce is not tangible, neither are the qualifications.
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Saumya
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Re: the perfect brief

Post by Saumya »

AdCracker has this nice format for briefs, in case someone wants to understand further.
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Saumya
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Re: the perfect brief

Post by Saumya »

And so does MarketingDonut
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