如何写一个好创意简介.pptVIP

How to Write a Good Creative Brief * What is a brief? * “I have no idea. Sorry.” David Ogilvy Co-founder/OM * “It’s like foreplay. It’s alright as long as it doesn’t go on for too long.” F. Stone Roberts CEO/Lintas * “An insight into the consumer that becomes an engine for driving the advertising strategy, and delivering the best creative.” Joe Plummer YR * “Please state on one side of a sheet of paper how the Royal Navy is prepared for the eventuality of war with Germany.” Winston Churchill, 1937 * What is a brief? A tool that helps the agency focus on and deliver brand building ideas, by b