Last night at Google Firestarters, Chet Gulland, head of strategy at Droga5 NY, mentioned “1 idea, 50 briefs.” For another Droga brand he spoke of 30 briefs. (The topic of the event, as you might imagine, was the brief.) The brief is what keeps agency planning departments in business. Each project should have a brief. It should outline the task, opportunity, problem and provide a solution spark. The more insightful and powerful these briefs, the better the work…so goes the logic.
An undercurrent at Firestarter and an undercurrent about briefs in general (check out this exceptional video) is that briefs are better seen not heard. Shorter is better. Problem-focus is important. Agile and open are also key. One panelist, in fact, suggested no brief is the best brief – but he was from a product development/innovation company.
I completely agree with Mr. Gulland though I might word it a little differently. One brand brief, 50 creative briefs. At What’s The Idea?, the idea (claim) is the brand strategy. It is supported by 3 proof planks. Any creative brief, developed by any cohort, must be on idea. The actions, experiences and programs used to generate sales, guided by individual creative briefs, should all celebrate the idea (claim) and support one of the proof planks. Claim and proof.
The brand brief and the many creative briefs it sires will keep planners busy for years to come.
Thanks to Google, Ben Malbon and Abigail Posner for another wonderful event. Eliza Esquivel of Mondelez was exceptional too.