the perfect brief

[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.

[encyclomedia]

well put Canis. Have you received a decent brief lately?

[Canis major]

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?

[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!

[Anurag]

You got to know guys on the inside.

[Canis major]

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.

[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.

[Saumya]

AdCracker has this nice format for briefs, in case someone wants to understand further.

[Saumya]

And so does MarketingDonut