I don’t want to come off as a presumptuous know-it-all Internet planner jerk-off, but these are just my thoughts on creative briefs.
I was talking to a friend a while ago about a brief I’d like to write and a brief he’d like to work off of. The way I’d describe it would be problem/success. The planner would identify the business problem and what success would look like. And then the planner would be responsible for finding multiple insights (like 3-4) into how they could go from point A to point B. So maybe for example on Gatorade:
Problem: Losing market share to not only athletic drinks, but also other lifestyle drinks that have become popular.
Success: Gatorade increasing market share by x% while increasing brand awareness and perceptions.
Then the planner would go in and fill out the insights:
Sports and culture go hand in hand – the celebrities hang out with each other, fashion sense overlaps and the top guys in both groups share the same swagger about them. Maybe its time we give Gatorade a life outside of sports.
People drink Gatorade because they believe its the best drink to have while/after intense exercise. This is an undeniable truth and equity we’ve built into our brand. Don’t change it – change them. Is there a way to may people exercise more and stimulate demand for Gatorade?
I only have two here since its just an example. But the insights should have enough research and focus in them to be good strategic directions.
But overall I think those insights can work for creatives. It gives them multiple options (which implies that there’s more than one way to fix the problem – something a single-minded brief ignores) and focused on the same goal. If the insights are too thin, the planner can do a deep dive on each of them to provide more stimuli.
I also think that if you set it up like this, planners won’t pitch a fit about ideas being off brief. Because everyone knows if you’re off-brief, the ideas won’t get you to the success scenario you laid out.
So yeah, that’s what I’ve got on briefs – let me know what you think. It could be totally wrong and useless for all I know. But I tend to think that briefs are too limiting and that we should never forget that we are problem solvers first and foremost.