The Musings Of An Opinionated Sod [Help Me Grow!]


Fill-In-The-Blanks Creative Brief …
October 23, 2015, 6:15 am
Filed under: A Bit Of Inspiration, Creative Brief, Creative Development, Standards

A long time ago, I wrote a post about how to write a creative brief.

Given how popular the post was [a first for this blog], it seemed that I was not alone in finding writing creative briefs, a nightmare.

Anyway, I got quite a few emails saying it had helped, so I was glad because as painful as they are, they are also important to do.

So a while back, someone sent me another persons perspective on how to write a brief.

While I would never encourage this sort of approach, I have – sadly – seen many in my time that seem to have followed a very similar path … which means I don’t know if I should find it funny or terribly sad.

Oh I know, I find the person who wrote the article funny, but anyone who follows – or has followed, consciously or not – very sad.

Perfect.

Anyway, take a look … and if you feel you have done something like this in the past, wash your mouth, eyes, ears and brain with soap please.

Last thing …

If it wasn’t awesome enough that it’s Friday, I can also tell you that there won’t be any blog posts on Monday, Tuesday or even Wednesday.

How good is that eh?

Well, it’s good for you but it isn’t for the people of Amsterdam because I’ll be there.

Well, I’ll be there on Monday … I’ll be flying back Tuesday.

Wieden might be the best agency in the World, but they’re pants at making travel plans.

Anyway, enjoy the peace, I’m off to connive with Mr Weigel and if possible, go to Utrecht to finally see the bloody Windmill that has been my bank managers enemy for the last few years.

And yes, it’s the one in the picture. At least it looks pretty, which is the least it can do.

See you Wednesday. Happy weekend.


33 Comments so far
Leave a comment

if any fucker doubts campbell robbed me of a fortune, just remember the fucker has a windmill. a fucking windmill. a fucking windmill he bought sight unseen. me? i have 2 exwives and a fucking horrible alimony payment schedule.

Comment by andy@cynic

To be fair, I believe the windmill was a fraction of the price of your alimony.

Comment by George

I’m not going to get dragged into this, because we both know you lose. Fortunately I’m not petty or I’d talk about you owning an apartment overlooking Central Park … but I will take the higher road.

Comment by Rob

you sad wanker.

Comment by andy@cynic

and hes having another fucking holiday without ever breaking into his fucking holiday. he could teach the donald a thing or two about being a freeloading bastard.

Comment by andy@cynic

But Trump could teach him about hair.

Comment by DH

#unhumblebrag

Comment by DH

At least the Dutch have drugs they can turn to for peace.

Comment by DH

Is that the studio? It is very impressive.

Comment by Pete

it fucking better be. one windmill is fucking stupid, two is enron level of fucking thieving.

Comment by andy@cynic

I don’t think owning 2 windmills means Rob has undertaken financial impropriety, I just know owning 2 is not outside the realms of possibility where Rob is concerned.

Comment by Pete

you gullible twat.

Comment by andy@cynic

How do you know it’s impressive? You can only see the outside. Maybe the “studio” consists of a guitar, a mic and the tape recorder from a Vic20.

Comment by DH

How did you know! Have you been there?

Comment by Rob

It is Pete. Trust me, there is no other windmill.

Comment by Rob

I’m disappointed that nobody has pointed out what an excellent post this is.

Comment by John

I can read Dodds sarcasm from 1000 paces, John.

Comment by Rob

I was serious – it highlights a very interesting post and your readers can clcik through on it to seee the sort of commenters it attracted.

Comment by John

No one seems to be talking about the creative brief so I will. The suggested format is funny because it is true. I say this despite having not seen or written a creative brief in over 5 years. I hope if I was to revisit some of my briefs, I would not recognize any similarities but I’m not very confident about that.

Comment by George

You don’t work in the creative industry any more?

Comment by John

That depends who you ask John.

Comment by George

You work in the norwegian death metal appreciation industry.

Comment by Billy Whizz

That made me laugh out loud Billy. Well done. Finally.

Comment by Rob

Your face makes me laugh out loud.

Comment by Billy Whizz

Great stuff about creative briefing destroyed by the windy Miller revelation
I had forgotten about the original post which I would expose my team to as, believe it or not it’s great for media as half their time is spent grappling with media owners making content- or having to lead strategy and brief loads of teams they never had to a few years ago
But I won’t because they would see the comment history. So I’ll just have to pass it off as my own work
Plus ca change

Comment by Northern

You might not be in adland anymore – well, not wanky creative adland – but it’s nice to see you’re still acting like you are. Besides, I probably stole my original post off someone else, as a true thieving ad person would do.

Comment by Rob

are you still on your fucking “work trip”? northern might steal your fucking bullshit and claim it as his own but he will never be as bad as the shit you pull off everyfuckingday.

Comment by andy@cynic

Media folks are far worse trust me
And I seem to actually talk about advertising far more than when I was a media arts practitioner, which meant pretending you were a cross between Steve jobs, Socrates and Scorsese where actually admitting an actual would be good would be like admitting you were wearing Next in a meeting at Mother

Comment by Northern

Or Birkenstocks at a Nike meeting.

Comment by Rob

Oh and I’m on work trip too. You fly first class, I’m on a cross country train en route to the world gymnastics in Glasgow. Bet you’re jealous

Comment by Northern

You live the life I can only dream of living.

Comment by Rob

oi campbell, are you back from your fucking latest jolly. ive been trying to get hold of you and nothing is fucking getting through. see this and get in touch you blagging bastard.

Comment by andy@cynic

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