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Freddie L. Sirmans, Sr.

Just browsing the internet, very interesting blog.


I don't have tales of amazingly inspiring creative briefs, but I can pipe in with a few observations about what makes a truly sh!tty brief:

1) When it's more than 2 pages long (our campaign team cranks out not-so-briefs totaling 15 pages and more)

2) When it doesn't state anything new.

3) When it contains redundant information (see #2)

4) When it gets mired in incessant details instead of focusing on the big picture.

5) when the creative direction found within a gigantic document is (literally) "make it fun and exciting."

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