creative briefs

This brief thing is getting better. This last brief wasn't as laboring as the my 1st. I am really getting this.

Russell Davies has created a wiki - plannersphere.com that will eventually have templates for briefs. It is and will be nice to have different templates to work with for creative briefs and lots of other stuff, but I will have to remember don't just feel out the form. Think. Look past the obvious and create something different.

Any brief should answer these basic questions?

Decide the real reason why you are advertising the product/service.
What does it solve a problem for the consumer?
Think about what we really need to tell the consumer.
Think about how the product/service will benefit the consumer emotional.

This is the basic gist of any brief.
Just remember keep it short and sweet.
If anyone thinks that I should add anymore to this. email me and let me know.

reverse brief

I've wrote my 1st reverse brief, which was challenging.
I realized during this process that people use too many words to say too little most of the time. Rantings and ramblings don't belong in a brief, they are not necessary to get a point across.

As I looked at my many revisions, I started out with 2-4 sentences for each category. "Oh no! How is this going to be brief. I need to say all of this so I can be understood," I thought. But after a great deal of thought and work. I look at the final version. WOW, I was able to capture the essence of the brand with only a few words. Did I really do it?

If we could always be this efficient in describing things perhaps, there would be a smaller degree of misunderstandings in general. (We could only hope). To quote my mentor, she said, " Try making every 'bucket' four words or less," it helped me see a little truly can go along ways, especially in a creative brief.

I'm ready to do it again. It was "fun".

what else should i read?

To the right I have a list of books I've read on account planning.
I'm just curious if any other planners out there can recommend any other books, I should read to further my knowledge about branding, planning, strategy or anything else that would be good to know about.

my planning manifesto

Making an impact. Creating the uncreated. Achieving vision. Sparking the moment—the moment when everything clicks. Sensation. Gut instinct. Focus. Poignant, strategic and creative. Ideas as resounding as chords. Capturing zing and zest. Eliciting an outstanding reaction. Being a catalyst, inspiring others. Evoking action. Standing out. Being noticed. Value. Compelling imagery. Mind-blowing solutions. Seeing the unseen. Pure excellence. Unique visions etched in time. Being unforgettable. Breaking through. That’s my brand of advertising.

my 1st post

Well, I've fought it long enough. I'm going public.

After weeks of research, I've discovered chatting with the account planning gurus of the world, if I want to work as a planner, I must start blogging to be noticed and to be known in the world of account planning.

This is going to be a slow process at 1st. I will try to post at least once a week. I will post my thoughts on planning, currently I'm in an apprentice program so I'm sure I will have thoughts on what I'm learning and the feelings I have while I'm working on my assignments.

So I guess I'm on my way to be the planner I've always been.
wooo hoooo.

phil