« New-School Marketing | Main | Do your HR records match up with new immigration policies? »
August 29, 2007
Creative Articulation Before Art
Don't count on miracles when it comes to creative. Count on magic. All too often, we hope for miracles when it comes to creative, which is usually a waste of God's time, not to mention the creative staff.
Magic, on the other hand, is completely deliverable. But if you know any magicians, you know that it's all about science, practice and painstaking choreography of the performance. It looks magical because the magician sweats out the details long before the curtain goes up.
So do your research before and after the creative, meaning tapping into those scientific-minded researchers to get clarification on what motivates the audiences and test concepts.
Then, craft a creative brief. This document is every bit as creative a challenge as the copy or the design and should be given as much weight. Use it to articulate the creative vision and what outcomes you're trying to achieve to get the best results from your creative efforts.
Think of the creative brief or blueprint as a creative contract between the creative department, the account staff and the client. All must agree to it and it must be formally approved. It is actually a part of the creative effort and so I hesitate to hand it off to the account staff. Not because they're incapable, but because it should be a shared creation that gets the creative team involved earlier in the process. Ultimately, when the creative brief gets the client excited and they say, "Yes, you nailed it," you've created a work of art before the artwork begins.
Posted by Bob Brin at August 29, 2007 11:29 AM
Trackback Pings
TrackBack URL for this entry:
http://www.psbblog.com/mt-tb.cgi/67