Anil Thakraney: Any one for brief briefs?

11 Nov,2011

By Anil Thakraney

 

A firangi ad pal has come up with a fantastic idea: Clients and ad agency client servicing people should brief creative people only on Twitter. That, no other method should be used, and all current briefing formats must be junked. Brilliant! Because this means the suits will be compelled to tell their creative folks what the advertising needs to communicate in just 140 characters. And it will cut the temptation to file pages and pages of irrelevant info and put out excessive demands from an advert. This will result in sharp, focussed communications.

 

I recall some years ago when I was in the advertising biz, I did recommend a similar sort of thing. I once bought a wad of tickets from a Mumbai BEST bus conductor. And then circulated the little tickets amongst the agency client servicing people and account planners, insisting that briefs must only be written on the back of the bus ticket. One brief per ticket. Of course, they were outraged. How can one state everything on that size of a paper, was the common protest. Yes, they missed the point completely. Which is the need to keep the brief simple and single-minded, state one promise that the ad must deliver on, and remove all the so-called secondary data, which planners and suits feel very tempted to load on. And which is not just unnecessary, it confuses the hell out of creative people.

 

Well, no need for bus tickets any more. Technology has provided the answer. Tell your creative people in 140 characters what the ad must communicate and who it should address. If you can do this, chances are very high you’ll get a much better creative output. And if you refuse to tweet and continue to dart out large e-mails, then don’t blame your creative people for coming up with laundry garbage.

 

Now let me sum up the above column in exactly 140 characters and you’ll notice it still works! No reason a brief should not.

My tweet: “Mr Suit: Tell me who the target audience is. The brand promise. The desired brand personality. The media vehicles. And then leave me alone!”

Happy tweeting!

 

***

PS: Loved it that hunky star Akshay Kumar chucked the empty ciggie pack back into the face of the car driver who had carelessly thrown it on to the street. We must all learn from Akshayji. Just one question: How did the hero manage to grab a picture of the incident? Does he take his publicist along wherever he goes? Hmmm.

 

Image courtesy: Mumbai Mirror.

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