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Evaluating the creative idea

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Validation Board - FREE tool for testing your startup idea, stop wasting time and money. Ideas idea ideas: strategy talk with MAS. Crispin Porter + Bogusky Briefing Format. I’ve always had massive respect and admiration for the guys over at CPB – I love 90% of their work, they continually create culture with the work they do for brands like Burger King, Domino’s, VW and even most recently on Microsoft and Nike +.

Crispin Porter + Bogusky Briefing Format

I came across the key elements of their creative brief which i think are fantastic, as they really lay the foundations for culture creating ideas that generate mass buzz and engagement. The key difference with other agency briefing formats is that they focus on ‘tensions in culture’ and a key ‘Question’ to be answered, rather than a focus on messaging. From listening to Suzanne Powers speak (Crispins Global strategy head) Crispin may go into a creative briefing with numerous ‘questions’ to be answered. .Here are the key elements to their brief: