Before the Brief
Insight | Published 12th June 2018
Everybody likes a ‘wow’ moment. It’s often easy for brands and their partners to get caught up in wanting to know what the big sparkly creative idea is, skipping past the most crucial component of what actually makes the idea an engaging campaign.
We thought we’d give a glimpse into the four things all agencies would secretly love brands to know before they put together a brief…
1. It’s what they do, not what they say
Brands need to be clear on who they’re targeting and why. Empathy for your audience, and not just business needs, is essential to ensure the campaign will be a success. If you’re not creating a campaign for your audience, who are you doing it for?
2. Creative Freedom of a Tight Brief
It’s a common misconception that if you give a creative team complete freedom with a brief it will generate stronger ideas. In reality, it will probably end in something very ‘vanilla’! Freedom to create a compelling and engaging campaign comes from clear lanes of exploration and clarity in thinking, and a defined end goal. We encourage briefs that can guide our creatives to ensure our thinking matches the desired end result we set in place from the start of the briefing process.
3. Step Out from the Comfort Zone
Stepping out of comfort zones and embracing technology and new ways of doing things is needed when approaching experiential projects. However, ensuring it’s relevant for your audience and business goals allows the campaign to resonate with the audience and become a meaningful experience. We don’t believe in doing new things for the sake of it, but we wholeheartedly look for new and interesting ways to involve our audience with the brands we work with.
4. Talk to us
Communication is paramount. It’s the main tool to engage with your customers but it’s often overlooked at this stage. Talk to us! We can then work together to get to a clear and executional brief. Practice always shows that the best campaigns come from a collaborative and communicative initial briefing period.