How to measure Digital. A totally subjective creative brief template review - The Planning Lab. This piece is not about arguing for or against creative briefs (Jon Steel has some good arguments for using creative briefs and briefings if you’re interested).
Instead it’s a quick review of some different creative brief templates I’ve tried over the past year or so. Jung von Matt [Click to enlarge] This is the brief template of my agency. It features a before-and-after effect box and a section called The Bri which is sort of a condensed version of the BRIef. Digital Literacy, Creativity & Transmedia Publishing For Kids: 02/01/2011 - 03/01/2011 - (Private Browsing) "I want to create experiences that allow the audience to step into the shoes of the protagonist.
"-Lance Weiler When I talk to most people in publishing and tell them I am creating character bibles & StoryWorlds for kids IP, they usually look at me kind of funny and ignore what I say or ask, "what? " I tell them I'm an obsessed student of transmedia, and in order to create a compelling digital storytelling experience on the web (i.e. to get & retain eyeballs), you need to create an amazing place for your digital story to live and be shared. You need to create context. That's what StoryWorld is. The Transmedia Approach. Integration is chaos.
With so many agency / channel specialists – clients waste a ton of money paying for redundancies in their big agency fees. Furthermore, when Kellogg wrote the textbook on marketing integration years ago, I know that what they describe in their scenario planning was not what marketers are attempting to pass off as an integrated marketing plan. Today, 'Integrated Marketing' is defined as a multi-channel plan using the same message across all channels. What we know now is that one size does not fit all! How to Evaluate the Creative Brief. The creative brief is essentially a list of questions and answers that enables copywriters to produce creative work.
All questions must be answered accurately if writers are to come up with excellent creative. "Give me the freedom of a tight briefing," said David Ogilvy, the legendary founder of the famous ad agency, Ogilvy & Mather.