How to Write an Inspired Creative Brief (ePub)

“In the beginning I was told: ‘This is the product and this is what it does. Make a good ad.’ As the years passed, I got a bit more to go on: ‘This is the product, this is what it does, this is what the client wants to say about it and, by the way, here’s a bunch of research we did. Make a good ad.’

“Finally, some 30 years into my advertising career, Jay Chiat helped introduce British-style account planning not only to his namesake agency where I worked, but to advertising in America. The creative brief was born and, if I was lucky, some guy or gal from across the pond who actually knew how to write one was there to help me...well...make a really good ad. An ad based not simply on what the client wanted to say, but on what the audience wanted to hear. An ad based not simply on information, but on human insight and understanding.

“Which brings me to a book I just read entitled How to Write an Inspired Creative Brief, by Howard Ibach. For those of you who want to get the very best work from your creative teams without benefit of being either British or formally trained in account planning—for those of you, in other words, who are just good ol’ American account managers with a dream—you can’t do much better than to dog-ear this book from cover to cover and back again.

“One thing that makes HTWAICB (for short) unique is the fact that it was written by a writer—one who’s seen his share of uninspired, if not useless, creative briefs; but who’s also benefited from briefs that helped him do the quality of work any creative person aspires to. The fact that Howard spent most of his 23-year career in the results-oriented world of direct response makes this book all the more remarkable. Can you remember the last time you received a direct-response piece based on anything more attention-getting than an offer and a call to action accompanied by an eclectic blend of starbursts and exclamation points? If you can, it was probably created by someone like Howard, if not

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