Ep 44: Filling Gaps within Organizations: The Key Role of a Freelance Strategist | Howard Ibach
The Power of Collaboration in Project Briefing
The process of writing a project creative brief can be likened to a balancing act. It requires a clear focus on the intended audience while ensuring that the overall objective is well-understood by everyone involved in the project. Quite often, the intended audience is the creative department tasked with bringing the project ideas to life. So, who should be involved in creating the brief? What's the ideal number of people on the brief-creation team? These are pertinent questions that project managers often grapple with.
*Collaboration* is key in brief-writing. However, many find themselves writing their briefs in isolation, only to realize that different perspectives could have enriched the final document. This is where including more brains in the process comes in handy.
The Underutilized Power of a Creative Brief Team
In the golden age of advertising, a revolution occurred that shifted the paradigm of creative work. Bill Bernbach, a key figure in the advertising industry, paired an art director with a copywriter and formed what is now called a creative team. Today, this seems like a no-brainer, but at the time, it was a groundbreaking move that changed the way advertising was done. This same principle can harness the collaborative potential in drafting a creative brief.
Even when a trained brief writer is unavailable, having two marketers collaborate brings about a synergy of ideas, much like an art director and a copywriter would. Including a senior creative with a strategic mindset in the mix adds depth to the brief-output. Each member contributes richly to the final document, ensuring that the creatives have all the critical insight needed to get their tasks done right.
Leveraging Freelance Strategists in Brief-Writing
When working as a solopreneur or as part of a small marketing department, it can be challenging to assemble a team to write a creative brief. To tackle this challenge, working with freelance strategists can be a game-changer. Not only does this add strategic competence to the team, but it also enhances the gravitas of the brief writer, thereby positively influencing how clients perceive the final document.
Transcending Mediocrity in Creative Briefs
While many creative briefs get the job done, truly outstanding ones are a rarity. A clear and to-the-point brief can significantly inform the creatives' work, even if it doesn't necessarily inspire. To make the leap from average to exceptional, collaboration is again essential. Ultimately, remember that the objective isn't to win accolades for the brief but to furnish creatives with enough information to execute their tasks brilliantly. The creation of briefs should be seen as a team effort, ensuring that credit - as well as blame - is shared among all contributors.
Also, keeping focused, singular objectives is crucial to a great brief. For instance, the brief should address one product, one objective, one audience, one proposition, and one insight. Any attempt to address multiple elements could lead to a convoluted brief that could confuse rather than clarify. A brilliant brief does not only provide clear guidance, but it also stewards the direction and execution of the project.
Howard Ibach
I’m a former copywriter and creative director. I got tired of reading bad briefs and put my money where my mouth was. I learned what makes a good brief by talking to professional strategists. And creatives, too.
Then I put together the training I’m offering you today. I’ve been traveling the country, by air and online, for the last 19 years.
Let me pull back the curtain and show you what makes a good brief. A brief creatives yearn for and rarely see. You could make their day and help them deliver sales-generating ideas!
🔗 Resources
Marketing Mad Libs Workshop: Schedule Your Fit Call
Highlights
00:06:39: The Importance of Target Audience
00:07:15: The Need for Collaborative Creative Briefs
00:07:34: The Evolution of the Creative Team
00:09:24: Overcoming Isolation in Creative Projects
00:10:45: Harnessing External Strategic Resources
00:12:38: About the Workshops
00:14:51: Examining Real Briefs
00:15:06: Reverse Engineering Exercises
