What ADVERTISERS Must Learn

The genesis of a good piece of communication is a good brief.

Just like a good brief supports VITAL PARTS, so does a good brief ANCHORS GREAT COMMUNICATION

A good brief always drives great creative.

Clients so often communicate their intent and leave it at that,

Clients love to say some of the following statements

1) Give me something great
2) I want something creative
3) Do something
4) Give me options

Which of the above sentences gives a direction (LEAVE ALONE INSPIRATION)

Writing a brief is taking PAIN, thinking HARD, searching for INSIGHTS, setting a DIRECTION and ALL THAT.

It requires EFFORTS, INTELLIGENCE, CREATIVITY

Imagine telling your carpenter TO DO SOMETHING GREAT

Imagine telling your cook TO DO SOMETHING

Imagine what would you do if your boss told you so.

Client's get away time and again with shoddy briefs just because in most cases their leaders are equally clueless.

SO WHAT ELSE DO CLIENT"S DO?

Clients love to "FOLLOW UP"

Clients love to " ACT LIKE GOD"

Ordering people to do work may be an easy option.

But when has easy option been the best option.

CLIENTS MUST REMEMBER that if they really want to swim their way into greatness, they'll need to venture into the deep end of the pool.