Here is something that happens quite frequently in the Ad Industry. As the Team thinks about the project, a great Idea may pop up. Everyone recognizes the power of the Idea and the Brief is written after the fact.

No one likes to acknowledge it or talk about it, as if it were a dark dirty little secret.

The truth of the matter is that it happens in many different creative industries and there is nothing to be ashamed about.

As much as we think we can “logic” our way to great ideas, experience shows that ideas often appear at strange times and under strange circumstances, often out of the blue.

So what is the moral of the story?

Before you write a Brief, spend a couple of hours with your Team trying to generate ideas with no brief whatsoever. Just think about the product and the Target. Set your self a goal of 15 different approaches and don’t evaluate the ideas while you are brainstorming.

Chances are that two or three of the “baby” ideas will excite the group. Make sure that the ideas are on strategy, choose one and write your Brief around it.

Let the Idea inspire you to write a better, faster & cheaper brief.

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