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IHAVEANIDEA.ORG > ask jancy >  Wanting to get my hands on practice briefs

Wanting to get my hands on practice briefs


I’m working overtime on my book these days, but with all the spec stuff in there I think it’s time I get my hands on a proper brief. And I’m thinking the best place to get my hands on one of those is via show submissions.
Can you give me a lead on where I should start looking for those? I’m looking at everything from the Speckies to the One Show to whatever.
Any info would be great.

intro Wanting to get my hands on practice briefsWe suggest there’s another better way to create great work for your book. No typical creative brief beats simply knowing what a client’s business problem is. Stare hard at that and you’ll find meaningful solutions—especially if you answer that problem from a media neutral starting point. The question has to be “what solves the problem?” Not, “What’s a great ad?” When you shift into that space, amazing things happen. The Tap Project (the business problem for Unicef: how do we get clean water to millions who don’t have it?”), the 15 Below Project (“How do we help homeless people suffer less from the environment?”), The Million Phone project (“How do we get New York’s struggling students to engage in learning?”)—these are the kinds of massive ideas that don’t come from a typical brief. As we say, when you boil it right down, they all start with staring at the obvious problem to solve. You can look at any brand you want and do a bit of Google research yourself that can quickly determine a big challenge for that brand. Then be truly creative–not an art director or copywriter but a creative person—and think about the infinite number of ways you might impact that problem. You can end up with thinking that’s so much bigger than a relatively modest tv spot or web idea or whatever. It’s also way more fun as a creative exercize to assume any solution is valid. The agencies that are going to succeed are the ones that can step up as their client’s best problem solvers—not just their ad makers. And the creative people CD’s want to hire are the ones with really big ideas. Now go get some.

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About Jancy

'Jancy' is Janet Kestin and Nancy Vonk, Co-Founders of Swim, a unique “creative leadership training lab for advertising creatives and marketers.” Prior to Swim, Jancy was globally renowned as the Co-Chief Creative Officers of Ogilvy & Mather Toronto, a position they held for thirteen of the twenty years they were a creative duo at the agency. Over the years they've racked up Cannes Lions, Clios, One Show pencils and CA credits, and have lead their shop to two Cannes Lions Grand Prix and a Grand Clio. They've judged CA, Cannes, D&AD, the One Show, the Clios and other prestigious award shows. Creativity named them two of the top 50 creative people of 2008. Known for their outspoken, no-bullshit style and a passion for mentoring juniors, they're ready to give you advice if you're ready to take it.

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