Creating an ad creative brief

How does the ad creative brief work in a world of social media?

That’s the question Matt Hames asks. And one we’ve asked here at AdHack too.

Matt works for an ad agency and it seems like he’s their web 2.0 / social media expert. So he has an excellent view of how the social web co-exists with the advertising agency. Here’s his take on the ad creative brief:

The brief is a critical piece of the creation of advertising. Think of the brief as the plans for a house. If a home builder simply started with a blank slate, the house will not end up looking like everyone wanted it to. If a campaign started without a brief, it would certainly look different than everyone expected. (I also like to imagine the brief as directions to a party. There are a number of ways to go, but if you don’t get a general idea of the right direction, you’ll simply drive around in circles.)

The creative brief is the foundation for the campaign and the place where people can check on the progress.

So, knowing that traditional advertising uses a brief, it seems clear to wonder about social media advertising. It should have a goal, but should it have a brief? I think yes. Briefs are good.

Matt goes on to outline what he sees as required in a social media brief. Apart from some differences in terminology, it’s pretty close to what we’ve whipped up for the AdHack Ad Creative Brief.

And that’s nice to see, since we’re on about version 3.

Tags:
ad brief, AdHack ad brief, creative brief, Matt Hames, Social Media, web 2.0

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I like your extensions, it’s a nice word. In my ad life, we had campaign briefs, sort of the big picture, and often the media was already planned.

Now though, as social media fragments regular media, it’s not always so easy to plan. Which is why I like extensions.

Personally, I think the biggest deal is going to come down to goal. It’s nice to have the question, but we often struggle to answer it succinctly. Sell more product or increase brand awareness is the account person equivalent of a cop out: like using a baby in the ad.

It’s too easy. How have you guys done at answering the goal question?