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Writing a Creative Brief That inspires

Briefing is often treated as a part of procedure; overlooked as a more nuanced art form. Here Kit Altin, Planning Director at Leo Burnett, explains her more unique approach to writing a creative brief for advertising, and demonstrates how it can yield impressive results.

Waging a war on boring briefs, in the following video Kit talks about how to create a balance between ‘the straight and narrow’ of factual input, and the parts that inspire, setting off little explosions in your creative teams mind. Worth a watch if you’re stuck for unique ways to transmit information and get people in the right frame of mind. 

Writing a Creative Brief That inspires

Next, Kit uses an award-winning example for some creative brief inspiration. This demonstrates how briefing a creative team can take inspiration from things far and wide, such as a visit to prison, and the kind of knock on effect that it can have on the work produced in the long run. 

Ban The Box

And finally, barely even scratching the surface of what goes on in her session, here are three pitfalls to avoid when writing briefs, and why it is you should avoid them. 

The 3 Mistakes You're Making When Writing a Brief

For those wanting to know how to write an effective creative brief for advertising, there’s no better professional development course than Kit's D&AD workshop. Learn more about our Briefing Your Creative Team session below. 

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