One weird trick that can help you crack any brief

Screen Shot 2014-02-23 at 9.56.34 pm.jpgBy Simon Veksner

A good Creative can crack any brief... as long as that brief is clear, and simple.

Hence, the real problem most Creatives face is not coming up with great ideas, but getting to a brief we can work with.

I'm now going to let you in on this one weird trick, that can get you to a clear and simple brief in around 30 seconds or less. READ ON...


I'm one of many useless planners said:

One of your best blog posts Simon. Weeks in the planning dept and often nothing to show for it, then the creative get judged on a few days work from a shite brief - often by the f'in planners too!

Scamp said:

Thank you for your kind words, useless planner. To be honest, I wasn't intending the post as an attack purely on planners. CD's must also take blame for unclear briefs, since it is they who sign them off. Clients are often quite good at cramming too much stuff in there as well...

boop said:

brief just gives the illusion that creativity is scientific.

brief's should be written retrospectively to the creative idea

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