The presentation shows 5 easy ways to work out a better creative brief. 5 innovative briefing methods increase the creative output immediately. (Author: Monika Monzel, AdCoach Germany | www.adcoach.de)

1. 5 easy waysto work out a better
creative brief
1
One page
brief
2
Reverse
brief
3
Story
brief
4
Negative
brief
5
Design
Thinking
Just define
your goals.
Your agency
will ask the
questions.
Tell the
challenge like
a story.
Emotionally.
Visually.
Describe the
opposite of
the best
solution.
Organize a
meeting &
work out the
solution.
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Keep it simple
& short.
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2. (C) 2020 AdCoach is a registered trademark.
To much
information
Not enough
information
Not the right
information
This is why your marketing agency
is not satisfied with your creative brief AdCoach.de

3. One page brief
Try to put all relevant information on one
page. Focus on: your goal, your target group,
the core message, the 'look & feel' including
tonality, the "must haves", budget & timing.
Creative briefs
that your agency will like
1
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4. Reverse brief
Simply define the marketing/communication
goals as clearly as possible. Focus on
describing what you want to achieve.
Then let the experts ask the right questions.
2
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Creative briefs
that your agency will like AdCoach.de

5. Story brief
Engage the creative people emotionally
by telling a compelling story: What is the
challenge behind your project? What
barriers and risks must be overcome?
Speak authentically and enthusiastically.
3
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Creative briefs
that your agency will like AdCoach.de

6. 4
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Negative brief
What is the opposite of a good solution?
Tell your agency what you do not like and
what you will not accept as a solution.
Show "worst case" examples.
List the "NO GOs".
Creative briefs
that your agency will like AdCoach.de

7. 5
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Collaborative briefs
Invite your agency to a half-day workshop.
Develop the creative brief in joint discussion
and scribble down possible solutions using
the method of Design Thinking.
Creative briefs
that your agency will like AdCoach.de

8. About AdCoach.de
AdCoach is a renowned publishing and consulting company based in Cologne, Germany.
Our mission is to support marketing professionals worldwide in developing successful
marketing strategies, campaigns, trade shows and events.
Discover our current seminars, eLearning products and marketing media:
www.adcoach.de
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Thank you :)
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