Lately, we’ve been evangelizing the idea of the 7 Cs of radio creative:  creative brief, concept, copywriting, collect/correct, casting, coaching, cut/correct.  We’re finding that, by going through this process, even if its done quickly, we can get better creative developed.  Today, we look at the creative brief.

The creative brief is the single most important part of this process.  It is the roadmap we use to squeeze as much out creatively as possible.  Creative briefs are far more in-depth than copy points.  Copy points cover the “who” and the “what” but it usually doesn’t cover the “why.”  Our creative brief covers such things as a company’s persona/personality, its true niche, how they perceive themselves, what they hear from customers, what we assume the listeners think and what the client wants them to think.  We also throw in creative “threads” so that we can start thinking about creative concepts (#2 of the 7 Cs) and direction.

We’ve found that the best way to approach a creative brief is to go into almost too much depth.  After you go through that exercise, you can treat it as a word problem.  Like word problems, you only need certain parts to solve the equation.  Since you’re digging in to a client’s DNA, you can generally find a theme and eliminate the waste.  But it is VITAL to dig, dig and dig some more.  Ask deeper questions and then ask again.  A creative brief is different than a CNA.  You’re trying to get to the essence of an advertiser.  This way, you can find the connection that will convert to emotion on the air.  If you can’t get them to sway, do your best to interpret so that you’re giving them valuable creative.

When using a brief, don’t get too caught up in minutiae, think about how the core idea can be flexible and malleable.  A great idea is magical, but if it has a short shelf-life or is inflexible, it may be wise to try a different approach.  Also, its a good idea to keep the creative brief handy.  Go back to it once in awhile to make sure you’re keeping everything fresh and on track.

We all have different styles and approaches.  And there are plenty of things that make great radio creative.  But the creative brief may be one more piece that brings it all together for you and your client.

(1 votes, average: 1 out of 5)

 Loading ...