Ahh, a good brief. As rare a sight as a baby pigeon. People outside the business can’t brief. It’s a fact. They’re too close to the issues sometimes. Other times they just have no idea. Which means around here it can be a little like groundhog day. The same brief as yesterday, but ever so slightly different. Please don’t tell us that the brief you have, the message you want us to work on today, is all about the PRICE. The value for money angle, the cheap and cheerful product. That brief keeps us up all night. Come on you can do better than that! So what have you got for us then?
A really good USP. What we wouldn’t give for a USP. One that lets us come up with the Big Idea. Or a shiny new product that does loads of useful things. A brand new invention would be good. That might be an award winning ad! It’s the Holy Grail, a good brief and a great product.
You’ve got one, haven’t you? On your desk right now is the brief that we’ll all be fighting over. The Holy Grail. So what is it? A brand new sports car photo shoot. We could do it in a studio around the corner, but the light is much better in Mauritius this time of year, as we hope you’ll agree (and appreciate after one or two cheeky ones at the pool bar). A large budget TV commercial for a low calorie alcoholic kebab (the perfect invention in our opinion!). Or is it a lingerie shoot? Would be nice. Steady now, don’t get us all excited.
If it is any of these someone from our creative team is waiting right now for your call, if it isn’t... well, ever heard an Art Director cry? You will.