Archive for the ‘creative brief’ Category

how to give creative feedback

April 15, 2013

“Not only were all of your ideas lame, but you know I hate the color pink!”

So began role-playing for our creative feedback workshop. Yes, this was the “bad” example.

Food Network’s marketing team wanted to hone their communication skills. So there we were, two groups of thirty marketing and creative folks, crowded near the crackling fireplace at the Maritime Hotel, role playing, creative briefing, and — between laughs over lukewarm coffee and cold danish — applying a new process for creative feedback.

dsc_1147

We call it CRAFT.

C   Criteria

R   respect

A   actionable

F   focus

T    truth + tact

As one person put it at the end of the day, “The team at Tooth and Nail brought together our creative and strategy teams.  Their leadership, encouragement and guidance provided us with the tools to continue to produce great creative work.”

Giving feedback is as much an art as writing and designing.

What’s your favorite feedback story?

aim true

May 31, 2010

Promax Boot Camp preview


Every award-winning spot shares one thing in common.

You’re probably thinking big budget, but not so fast. What’s the one single thing award-winning-wows-around-the-water-cooler spots have?

They have a single message. One point. One idea.

As Grandpa Button used to say, “You can’t hit two targets with one arrow.” It only looks easy. Nailing that single message takes plenty of practice so let’s give it a go.

Here’s a kick-ass spot. You tell us the single message. We’ll bet four to one you get the answer.

What is the main message?

A. OMG, there really IS a water shortage!

B. All my voice-overs should have a French accent.

C. Axe=Sex

Think you’ve got the hang of it–good. Next, how do you decide what that single message should be? That, my friend, is for Boot Camp.

At ease.

begin with personality

June 23, 2009

We gave a session on brand personality and writing at the 2009 North America Promax/BDA conference last week.

The conference was terrific and our morning session was SRO for the second time in as many years. Think the a.m. crowds were hoping for free cappuccinos? Note to conference committee, next year larger room and Barista. Nary a tomato was thrown. In fact, the crowd wanted more. Actually they wanted a link. So, due to popular demand and the bing of our blog here are some highlights.

Part one.

Picture 10

In the future, everyone will have balls.

We will have them. You will have them.

By balls, we mean personality. First, a quick question. Do you have a personality?

Please watch the following.

Did you find either one funny? Phew. You do have a personality.

Personality is what makes us distinct. It’s  how we relate to each other.

And the root of personality?

Personality.

All media is becoming more personal.

And so are brands.

Ever wonder what the opposite of balls, or personality, looks like?

Voila.

BUDWEISER

Those old ads make us laugh because they’re devoid of personality. Everyone is too perfect, and perfect just isn’t human.

Perfect balls.

So, when you’re filling out your creative brief, forget  “engaging, upbeat and likeable.”

Think cranky teenager, like Adult Swim.

Or . . .fun loving predator,

Shark

Or bitch.

PerfectBitch

Remember, you’re the mastermind of your brand’s personality.

When it comes to Network brands, their balls are in your court. Proof positive your job is more fun than being a massage therapist.

For a copy of the entire session and some unforgettable (but liscensed spots) check with Promax/BDA.

If you would like information on our critically acclaimed workshops on brand personality, writing and creativity, click here.