Comments on: Creating an ad creative brief http://blog.adhack.com/2008/07/17/creating-an-ad-creative-brief/ Crowdsourcing, Open Marketplace for Advertising Creative and People-Powered Advertising Wed, 10 Mar 2010 19:33:25 -0800 http://wordpress.org/?v=2.8.4 hourly 1 By: Matt Hames http://blog.adhack.com/2008/07/17/creating-an-ad-creative-brief/comment-page-1/#comment-86 Matt Hames Fri, 18 Jul 2008 01:15:54 +0000 http://blog.adhack.com/?p=226#comment-86 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? 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?

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