Tuesday, 5 November 2013


When choosing briefs for this module ensure a mix of both live and competition briefs.

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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