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How To Write An Inspired Creative Brief, by Howard Ibach
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"All of the above in a charming, personable, tongue-in-cheek style that makes How to Write an Inspired Creative Brief not only a pleasure to read, but a well-nigh essential foundation on which to build a successful advertising career."
-Dave Butler, Creative Director (retired ), TBWA/CHIAT/Day, Los Angeles
"Howard Ibach has written the essential brief for the briefers, a simple, memorable, enoyable book for those who need to practice the art of strategic reduction for a living. He expounds several oft-forgotten principles: simplicity, clarity, collaboration."
-Steve Wehrenberg, CEO, Campbell Mithum Advertising, Minneapolis
- Sales Rank: #207345 in Books
- Brand: Brand: iUniverse.com
- Published on: 2009-08-26
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .26" w x 6.00" l, .38 pounds
- Binding: Paperback
- 112 pages
- Used Book in Good Condition
Most helpful customer reviews
3 of 3 people found the following review helpful.
The cornerstone to a great brief
By Jerbone
An excellent read. An even better blueprint. Howard Ibach has captured in less than fifty pages what some ad people don't learn in a lifetime.
Being a working Creative Director myself, I found this book to be both insightful and instructional. Not only has Howard captured the essence and strong points that go into writing a competent and useful briefing document, but also the pratfalls. Peppered with annecdotes and sage quotes from great admen, this book inspires you to strive for a better quality of work. Not to just knock out a necessary evil but to actually pause and take the time to craft a document that will not only empower the agency to do better work but raise the level of communication that the client has with their audience.
What's nice about its appoach is that it schools not only account people, who thoeretically "create" the briefs, but creatives to help in the process as well. Following its advice, you can expect much better communication between the "creatives" and the "suits" and within the agaency as a whole.
In short, this is a must read for anyone who is commited to excelling in advertising--and removing one of the biggest internal headaches you will encounter in your career.
2 of 2 people found the following review helpful.
My clients need this book...
By Bruce
"I wish Mr. Ibach had written this book years ago. As a graphic designer, I will be buying this little gem for every single client so that they give me the information I need to create effective pieces that work for them!
0 of 0 people found the following review helpful.
Single-minded Proposition
By Andrew Everett
In an advertising agency, a creative brief is a set of instructions for the creative team, providing a clear understanding of the communication objectives and expected deliverables. "If you get the brief wrong, the creative work you see at the end of the process, when your team presents it, will also be wrong." Garbage in, garbage out.
Howard Ibach explains that the most important sentence in the creative brief is the single-minded proposition, also known as the core thought, key message, key selling proposition, or unique selling proposition. This should be a succinct expression of the most important idea you want to communicate about your product or service. Think of it as a "first ad" (a billboard, headline, or tagline) upon which the creative team will try to improve.
The book includes sample briefs and a template with suggested questions that can be adapted to fit the circumstances. "It's not the questions, it's the answers" that matter.
The author is an advertising copywriter and it shows in the writing style and layout - short, punchy sentences broken up with lots of white space and graphics. This book is under 100 pages and can be read quickly.
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