I have stopped posting work from Saatchi’s on adliterate because that’s not really what this blog is all about but I thought I had to…
This is a short paper I wrote for Clients to help them create better briefs for their agencies and therefore get more effective work out of them.
Lets start with a clear definition of roles – for the people and documents involved in briefing.
Clients are marketing professionals and brand guardians. You understand what performance the business needs from its portfolio of brands, the problems that those brands face in delivering this and the way marketing communications can be applied (alongside the other weapons in the mix) to get the results you need.
Client briefs should reflect this role and should act as a contract between client and agency to deliver communications solutions that meet that brief.
Agencies are creative problem solvers that understand the way to engage people with brands both strategically and executionally.
Agency creative briefs are internal documents we use to get the solution you need from the various creative disciplines in the agency. That’s the fundamental way in which they differ.
This is the new Carlsberg commerical from Saatchi & Saatchi aimed at galvanising the nation behind the England football team over the summer in South Africa.
It’s based on the idea that Carlsberg don’t do team talks but if they did they would be the best team talks in the world. In truth the ad is simply the culmination of a whole load of integrated activity from the trade out that has been building up from the beginning of the year. As usual a Youtube channel acts as the content hub for all the participatory activity.
John Lewis on London’s Oxford Street. Image courtesy of Timothygareth This is the new John Lewis ad from Adam & Eve. I guess in a…
Image courtesy of BeckyAV This is an article I wrote in the week after the Superbowl. So it lacks a little in the topical department.…
The Childline remixing tool We have created a new campaign for the NSPCC aimed at making Childline a part of the fabric of children’s lives.…
This is the new Visa commerical supporting their sponsorship of the Fifa World Cup in South Africa this summer. It was written by Xander Smith and Jonathan Santana, planned by Martin Smith and Directed by Chris Palmer through Gorgeous.
Image courtesy of Josh.Brastead
This website is usually known for its thoughtful opinion and considered approach. But I am having a Superbowl moratorium on well argued polemic. Is it me or were all the ads in the Superbowl complete arse? For christ sake if that is the best creative work that those brands and agencies can muster then heaven help American advertising. The madmen clearly have suffered worse head trauma than the players. I’d include a link to the inconsequential work that ran but you’d be better off spending the time reading a slim volume the worst poetry imaginable while repeatedly beating yourself over the head with a cricket bat.
Image courtesy of Dave Gorman I have long believed that advertising is not a profession. Don’t get me wrong, I’m not embarrassed about what we…
In the Autumn we went out and about on behalf of T-Mobile and asked people what they would do if they had free texts and internet for life – which is what you get as a T-Mobile Pay As You Go customer that regularly tops up.
And in the course of this we bumped into a guy in Brick Lane called Josh Ward who said that he would us it to start a superband. Which sounded like fun. So we helped him and the single from the band that comprises 1107 musicians in total is released on Monday 11th January.
From 30 ways to shock yourself. Image courtesy of Bre Pettis If there is one enduring fascination the mainstream media has in our business it…
Image courtesy of Planoscorpio Say what you like about Cannes but at its best it still serves as a barometer for where our industry and…
