One of my goals this year is to get better at writing creative briefs.  Now, the only way you really get better at something is… by doing it over and over again.  And since I had no desire to write endless fake practice briefs about W Hotels and UPS (common ad school fodder), I decided to write briefs about something I really care about - the people at Brains on Fire.

Yup.

I put together a short (and anonymous) online survey about each of us that I circulate through the office - a new one every week or so.  The person whose survey it is can also forward it to whomever he or she chooses.  Then, I take all the responses, pull them together and make an insight presentation/creative brief.  Voila!

I mention this today because I made my first BOF insight presentation about our own Account Diva, Marion.  And, until I finished her brief, I wasn’t sure that it would amount to anything more than a good internal chuckle and pat on the back.  But as I waded through the random responses over the course of the last week, I forced myself to be very systematic about distilling the muppets and snack foods into actual insights… and it actually ended up being a really good exercise in getting specific about a strategy statement. It was fun for Marion to hear all the love people were tossing her way, and it was fun for me to go through the creative brief process in a low-pressure way.

And now… I can’t wait to work my way through the rest of the team.

This entry was posted on Wednesday, March 15th, 2006 at 2:39 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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