10. A brief is like a love letter. The girl is looking for roses and love quotes while the we try to teach her the art of gardening.
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12. We feed in the strategic thinking and marketing jargons, which make it a boring document. Creative Brief should give ammunition and inspiration to creative teams to go hunting for ideas.
13. In general we have inertia towards reading business documents and this is more profound with the creative guys who want to fly with imagination. Creative Briefing is often seen as a document to be passed upon, while in fact it is a process to spark imagination and creativity. Inertia towards reading
18. A brief is like a cola in a bottle. The smaller the quantity, the larger is the space for bubbles when you add salt.
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23. We need to create an ad for Hada bottled water. Hada is the market leader but it does not own any product benefit. In fact it’s hard to have any product differentiation in this category. Thus we want to do emotional advertising to build a bonding with consumers. Struggle! Thirst! Water bottles! Refrigerator! Consumer drinking water! @ #& ~ An example Planner Creative
24. Just rest for a while and listen. If I say the words ‘drops of innocence’ what are all the words, images and feelings that come to your mind. Drops! Innocence! Thirst! Water! Baby! Nature! Clouds! Rain! Purity! Refreshing! ….. Another case Planner Creative
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27. If the creative teams are excited about the proposition, you can be assured that you can see one of their best stuff. If it doesn’t get through by some initial efforts, overselling should be avoided. We should respect their opinion and remind ourselves, ‘probably there is something better out there’.
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