The Brief is King.

I write good radio ads.

Sometimes I write great radio ads.

I have sometimes written some OK radio that isn’t a particularly good radio ad.

I’ve always trid to work out why some ads are good, some great and some bouncing along on average street. It’s the brief.

If you want great ads give me a decent brief.

And I mean brief.

You don’t impress me with pages of statistics.

You don’t move me with mood boards or whatever the next bit of “let’s look creative” toshery that comes along. Its about time we had some straight talking around creative briefs!

Tell me what you want the listener to do, tell me why they should do it… and tell me the kind of person you’re trying to reach. Don’t tell me to just “have a look at the website”. I will! But give me the brief!

Don’t tell me the look at their press ads or (lets really bring this up to date) the pdf of their yellow pages ad. I’ll have a look but that’s not the brief.

Wanting a concise, short, to the point brief is NOT old school. This is just the right, decent, honest way to do things.

An former boss of mine told me I was "out of step" wanting a proper brief and I should know the brief from the client’s web site or the article about them in Campaign. So I spent hours trying to figure out campaigns that I was not behind or sure about because we were shooting in the dark. With a brief, as a creative, you’re shooting fish in a barrel. And, if you’ve got a decent brief, a woman can write ads aimed at men, men at women, a 50 year old can write an ad aimed at a teenager… and a teenager could write a radio ad aimed at an OAP. BECAUSE you have a brief you can understand and a target market to aim for.

If someone contacts you as a business and tells you they have a great idea for a radio campaign for you, ask them where they got the brief from.

Then brief us and we’ll come up with some great ideas for you.

Drop me a line and we can start talking!

#molamolacreative #radioads #radioproduction #radiocommercials #audioads