The Do You Buy What You Are Being Asked To Sell Technique...
When you get a creative brief ask yourself... Do you buy it?
If you don't, get the planner to go back to the client and come up with something remarkable that you do.
Otherwise you are wasting the client's money.
Dave Dye did this when he was working on Christian Aid.
The brief wasn't interesting.
So he asked the planner, Craig Harries, to hang out with the clients and find something that was.
Craig obliged and one of them said 'We only invest in multipliers. Like fishing rods and wells.'
That insight became the brief which inspired Dave to write some great ads...
Do you buy what you're being asked to sell?
Founder/President at Think and Make
2 年Maybe do away with briefs all together. 90% of the time they’re worthless and vapid and even when the client approves them it doesn’t mean they’ll like ads that nail it. Just sit down with the planner and have them tell you everything they know and keep asking “so what?” Give the extra time back to the creative team. Give the extra money saved from all the worthless meetings back to the client.
A LIFETIME CREATING BRANDS - AND WRITING ABOUT THEM. Find me on [email protected]
2 年Why don’t you show us Dave Dye’s ads?
THE Freelance Copywriter/CD | .800 pitch win % | 700+ ad/digital/design agencies | 600+ brands | Archive Mag #1 ranked U.S. writer of the decade | D&AD ??| 6x One Shows + Juror | Named 1 of 25 Graphis Advertising Masters
2 年Whenever I've done this, it's usually resulted in me being fired ha. Maybe it's just an American thing where shit rolls downhill in that creative isn't ever allowed to demand changes or better thinking from planning.