Thinking Creative

Many talented marketers wonder why the work they get from their design firms and ad agency partners doesn't stack up to their expectations, both creatively and strategically. One place to start if you want to build powerful, focused brand communications, is with your creative brief. At Element Three, we have developed a thorough creative brief format that assures that the fundamental questions of WHO, WHAT, WHEN, WHERE, WHY and HOW get answered. It's true that most Indianapolis ad agencies have a creative job starter form of some kind. And the form alone won't assure that you get great work. The focus and finesse of the people who work with the form, however, will.

Some tips:

Demand focus in the objective for the communications.

Demand that a specific audience be outlined in the brief. You cannot speak effectively to everyone.

Expect to see specific, salient insights into that audience's lifestyle, values and demographics outlined in the brief.

Insist on a single-minded, unique main message. You cannot make great brand communications without it.

We like to agree on where and how the communications will show up. We also like to assure that there will be a specific call to action for the audience to make sure your brand communications get a real response. Contact Tiffany Sauder at tiffany@discoverelementthree if you'd like us to craft a powerful creative brief for your brand communications! It will make all the difference in the creative you hold in your hand in the end.