Thursday, January 8, 2009

Great Collection of Creative Brief Formats

Richard Huntington has posted a great collection of Creative Brief Formats in his adliterate blog last month. You will find stuff from BBH, Naked as well as a lot of big network agencies around the globe. It is a growing collection and I find it a fabulous idea to put this online. Take a look how other agencies are tackling the format issue. Submit your own format. The trend seems to go towards using less formats and some agencies have even taken the route to have a clean sheet of paper with the logo only. I guess this can work for very experienced planners. It truly helps to get an overview as well as the assurance: a format is only a crutch that can help structure thinking - in the end it is up to you to come up with good content. Something that a format alone will not inspire.