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. Planning. How to do account planning – a simple approach. Strategy | Comments | Last built on 14 October, 2010 Account planning is simple Having posted a few thoughts this year about the basics of account planning and strategy (How to get into strategy, Why strategists should make stuff and How to position your business in 3 lines), I thought I’d have a go at explaining a high-level approach to account planning… an account planning process, if you will.
Account planning should be simple.
Trends. Insight. Branding.