If how we advertise has changed, because of new technology, social media, and the active role users continue to play, shouldn’t the creative brief change, too?
I mean, don’t you think that there are some fundamental questions that aren’t being asked and important insight about users that we’re missing? You might have research that tells you I’m an educated working mom who is super busy. But you probably don’t have enough research on my social currency. What if your brand lets me down in some way, do you know if I will tweet about it, blog about it or maybe share my experience on Facebook? Do you know how you want me to interact with your message?
And why would you even think about recycling a traditional creative brief into a digital one? Fundamentally, their core is the same: sell something. But just because you put the file size requirements and what sites the banners for example will appear on doesn’t make it a digital brief. There are differences.
I took a stab at writing a creative brief for the digital age. It’s a start, to hopefully encourage agencies to start asking more relevant questions that can hopefully generate better user experiences. I’m not a brand planner, so I’m sure there are things that could be better or asked in a more insightful way. But I wanted to at least throw some new questions out that could potentially change the way briefs are written nowadays.
Also, I found this nice slide show by Gareth Kay, Director of Digital Strategy at Goodby, Silverstein & Partners. Check it out.
euphoria meets holy crap meets badass 
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