the art of the brief or ways to fill your briefs

© barrett and welsh

B R I E F

T H E A R T O F

T H E

O R ,

W A Y S T O F I L L Y O U R B R I E F S

T H E Q U A L I T Y O F T H E B R I E F I S I N V E R S E L Y

P R O P O R T I O N A L T O T H E L E N G T H O F

W O R D S U S E D .

D A V E T R O T T

D A V E T R O T T ’ S B I N A R Y B R I E F

D A V E T R O T T

W H O S H O U L D B U Y I T ?

D A V E T R O T T

I N S T E A D O F W H A T ?

D A V E T R O T T

W E ’ R E S I M P L E O R W E ’ R E D E A D .

D A V E T R O T T

S I M P L E I S V E R Y C O M P L I C A T E D .M E

B R I E F S S H O U L D B E L E S S A B O U T E X P R E S S I N G T H E V A L U E S O F A B R A N D

A N D M O R E A B O U T P R O G R A M M I N G A B R A N D ’ S O W N B E H A V I O U R A N D R E L A T I O N S H I P W I T H T H E W O R L D .

G R E G D I N O T O

B R I E F S S H O U L D B E L E S S A B O U T E X P R E S S I N G T H E V A L U E S O F A B R A N D

A N D M O R E A B O U T P R O G R A M M I N G A B R A N D ’ S O W N B E H A V I O U R A N D R E L A T I O N S H I P W I T H T H E W O R L D .

G R E G D I N O T O

A B R I E F I S T H E B R A N D ’ S I N S T R U C T I O N M A N U A L F O R C O M M U N I C A T I N G .

M E

3 M I S T A K E S W H E N W R I T I N G A B R I E F

K I M A L T I N

W H A T I S A N I N S I G H T ?

I N S I G H T : P E O P L E R U N O U T O F M I L K B E F O R E T H E Y B U Y M O R E .

B A R T L E B O G L E H E G A R T Y & L E V I S

E M M A C O O K S O N ’ S ( B B H ) G O L D E N R U L E :

M A K E S U R E T H E B R I E F I S C O M P L E T E L Y , U T T E R L Y I N T E R N A L L Y C O N S I S T E N T

W H A T ’ S M Y M A D N E S S , U M , M E T H O D .

F I R S T T H E B R I E F . T H E N T H E C R E A T I V E .

M E

T H E B E S T C R E A T I V E B R I E F Q U E S T I O N S T H E A N S W E R S

& A N S W E R S T H E Q U E S T I O N S .M E

T H E B E S T C R E A T I V E B R I E F I S B U L L S H I T - F R E E .

M E

T H E B E S T C R E A T I V E B R I E F I S A B A D A D .

M E

T H E B E S T C R E A T I V E B R I E F I S N O T C R E A T I V E .

M E

T H E M O S T L I B E R A T I N G C R E A T I V E B R I E F

I S A W A T E R T I G H T B O X .M E

B R I E F : T H E R E ’ S N E V E R B E E N A W O M A N L I K E H E R .

W A L K T H E B R I E F .M E

M E

E X P O S E Y O U R B R I E F T O Y O U R H A R S H E S T C R I T I C . Y O U .

Y O U C A L L T H A T A B R I E F ? H A !

B O O .

T H E B A R R E T T A N D W E L S H

C R E A T I V E B R I E F

© barrettandwelsh

Why are we advertising?

Who are we talking to?

What do we want from them? What do

they want?

What do we want to say?

Why will they believe us?

© barrettandwelsh

I’m the agency.

And I’m the brand.

© barrettandwelsh

Why are we advertising?

© barrettandwelsh

We have just invented the iPhone. It is mobile phone, mobile internet and iPod rolled into one. Mobile phones are never going to be the same again.

© barrettandwelsh

Who are we talking to?

© barrettandwelsh

Anyone with fingers and a love of cool – M/F, 15-60, TV watchers, music lovers. They believe that if Apple made a phone it would probably be as cool as the iPod.

© barrettandwelsh

What do we want from them?

© barrettandwelsh

This phone is so fucking sexy I will wait in line for 2 days so I can be the first to get it.

© barrettandwelsh

What do they want?

© barrettandwelsh

Tech has become the enemy of touch. Smartphones feel techy. Not human. They don’t integrate into my vast non-tech life. They don’t connect with me.

© barrettandwelsh

What do we want to say?

© barrettandwelsh

The sexiest, most human, most life-changing phone ever made.

© barrettandwelsh

Why will they believe us?

© barrettandwelsh

Touch technology, gesture driven navigation, things - “apps” - for actual life.

© barrettandwelsh

Anything else?

© barrettandwelsh

Use apple.com and new iPhone brand standards. Remember we are about touch. Be human. Competition? Blackberry? Ha! In a decade Blackberry will be an iPhone app.

T H E A D S T H A T L A U N C H E D T H E I P H O N E F I R S T R E M I N D E D U S T H A T P H O N E S U S E D T O B E H U M A N . U S E D T O B E A W A Y T O C O N N E C T .

T H E N T H E Y S H O W E D U S W H Y I T W A S G O I N G T O B E T H A T W A Y A G A I N .

© barrettandwelsh

© barrettandwelsh

T H E B E S T B R I E F S M A K E T H E B E S T A D V E R T I S I N G P O S S I B L E .

T H E B E S T A D V E R T I S I N G ?

T H A T ’ S A W H O L E O T H E R P R E S E N T A T I O N .

# B L O O D Y G R E A T I D E A S # B A R R E T T A N D W E L S H

T H A N K Y O U

C R E D I T W H E R E C R E D I T I S D U E

B R A N D

M O P H I E M I L K B O A R D

L E V I S A P P L E I P H O N E

A G E N C Y

D E U T S C H G O O D B Y B E R L I N S I L V E R S T E I N B A R T L E B O G L E H E G A R T Y C H I A T D A Y