Find
briefs that I will enjoy.
All
briefs need formulaising.
When
selecting a brief it is important to answer these 12 questions prior to continuing
with it:
- 1. What is the problem?
- 2. What is the brief asking you to do?
- 3. What is the brief trying to achieve?
- 4. Who will benefit?
- 5. What is the message?
- 6. Who is the audience?
- 7. How will the message be delivered?
- 8. Can you foresee a problem with this?
- 9. Why have you chosen the brief?
- 10. What do I want to get out of this?
- 11. What do you want to do//make//propose in response?
- 12. What do you need to do//make – deliverables?
*Should
also look at how I will benefit.
Competition
briefs are good but the only reason companies provide briefs is because they
don’t want to pay full price for the work.
The
brief should have a good level of scope.
Questions
1 to 8 applied to a YCN Student Awards 2012-2013 brief:
1. No follow
up//continuation//welcome mail shot to professionals//connected with the brand.
2. Create a
digital//physical mail shot that can be sent to associated professionals,
present and future.
3. A stronger
relationship and awareness between company and stakeholders.
4. Ella’s Kitchen and stakeholders
both present and future.
5. Their brand values.
6. Stakeholders and
potential stakeholders.
7. Digital and physical
mail shots.
8. Digital//print cross
over.
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