Beyond Boring Briefs
When was the last time you saw a truly great brief?
Advertising Age reported 81% of surveyed advertisers admitted they are providing unclear briefs. That's a disturbingly high number.
So what can agencies and advertisers do to go beyond the briefs that fall short?
At Genius Steals, we work with agencies and brands all over the world -- and our broad experience with briefings, templates and processes has led us to rethink the traditional model.
Our workshop designed to help brands and agencies of all kinds (from traditional advertising through media, digital and PR) rethink their briefing process continues to be one of our most-requested.
In this presentation, originally presented as a Warc webinar, we share what kinds of briefs inspire better thinking, and what tools can lead to better work, faster.
want to download the full deck?
Normally we don't share our presentations publicly, as we write these presentations for a living. But this time around we had too many requests and felt like we couldn't ignore them. So we're going to make the full presentation available for download. Because we haven't done this before, we hope you'll bear with us as we try a little something new.
HERE's what we're thinking:
We're big believers in paying it forward: We're into buying students drinks, talking to people looking for a career change, and generally hanging out with more junior people in the industry. We've both had plenty of people buy us drinks over the course of our careers, and we all know that being a young person in advertising/marketing isn't the most lucrative. So if you want to download the full presentation, we're asking you to pay it forward.
To the right, you'll see a widget. It's a pay-what-you-wish kind of thing. Whatever you give will go directly into a drinks fund, not for us, but for others. Let's call it a 'Buy Young People In Our Industry Drinks' fund. So whether you'd like to send $5, $500, or nothing at all... the choice is yours.
Cool, i'm in. when/how do i get the presentation?
Using the widget to the right, you'll use the slider to select how much you want to give. The first 24 hours we made downloads free, and now they are 50 cents to cover the cost of using Generous. A link to download will appear immediately after you submit your information. You'll also be emailed a download link.
YOU RUN WORKSHOPS ON THIS KIND OF THING?
Yep! We've worked with brand, PR agencies, media companies, traditional ad agencies, digital shops and even research companies to help them re-think their briefing process. If you're interested in having us come in and help your company, get in touch using the form to the right.
I HAVE A RIDICULOUSLY AWESOME BRIEF I WANT TO SHARE WITH YOU.
SWEET! We love seeing briefs of all flavors. Send it to us over at firstname.lastname@example.org
i'm having some issues with the widget.
Oops! Sorry 'bout that. If you're having trouble, we recommend visiting https://genero.us/geniussteals/briefs on a non-mobile device.
Hey, can you come do a workshop with my company?
Quite possibly! Send us some more information and we'll be in touch with rates and availability.
TERMS & CONDITIONS: REGARDLESS OF WHAT YOU CHOOSE TO PAY, YOU WILL BE REQUIRED TO PROVIDE YOUR EMAIL AND YOU WILL BE ADDED TO THE GENIUS/STEALS MAILING LIST. DON'T WORRY, YOU CAN UNSUBSCRIBE AT ANY TIME.
Oh, and by the way, Generous makes the widget we're using. They collect 30¢ per item so that they can stay afloat and donate 5% of whatever is collected to a charity of our choice (we picked the Electronic Frontier Foundation.) Cool, right?