A Creative Director's Dream
What if you could present a creative brief that showed you could increase consumers’ intent to purchase by 18% if you communicate XYZ? This type of insight is what a Creative Director at a large agency called a “creative brief on steroids”. The strategy team and creative team have long butted heads. The strategy team believes they know the best path to take based on their research (and it may be a narrow path). The creative team often feels restricted by the strategy team’s narrow path and likes to have their creative freedom. What if there was a way that both parties could do what they do best, while not stepping on each other’s toes? Let’s look at how this is done and how it can increase the effectiveness of your creative briefs.