Now, I view it as an empty stack of ideas. In that moment, the giant stack of index cards was the most daunting thing I’d seen in my career. “Every one of them,” he said over his shoulder as he walked back out. My creative director walked up to my desk, dropped a giant stack of index cards in front of me, and said, “Fill them out.” He turned around. Early on in my career, I was set to concept with a senior copywriter and an art director for a new account we landed. While I don’t think this method is rare, per se, I have received no small amount of eye-squinting stares for concepting with index-style notecards. The brief kickstarts my creative process. Marketing and advertising are meant not to sell, necessarily, but to stir emotions and move an audience to action. Or certain reasons why a particular product is better than other particular products. There are other elements, like what we want an audience to think, feel, and do. I think my metaphor got a bit muddled, but you get it.Īt its core, the brief should tell us three things: The wider the net I’m able to cast, the more ideas I’m able to dredge up. The more information to draw ideas from, the better. Seems there’s always a lot of very important information that the account team wants us to convey. The “brief” is rarely so, for better or worse. It keeps the creative team wrangled a bit (something that most of us will bemoan loudly and frequently, while knowing secretly we all need some kind of guardrails to operate within). It’s also the basis for every bit of creative work that comes out of an agency. The creative “brief” (quotes mine) is considered a kind of contract between the creative department, the account team, and the client. I’ll also caveat this by saying that while these processes are behind a lot of great ideas, they’re behind a lot of terrible ideas, too. Every creative type in this building (and in every other agency environment) has their own way of concepting that they were taught and that works for them. Let me start this by saying no one creative concepting process is right-and the one outlined below is hardly the only one.
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