How to do better creative work (Prentice Hall Business) by Steve Harrison

Author:Steve Harrison
Language: eng
Format: mobi
ISBN: 9780273742197
Publisher: Pearson Education Limited
Published: 2010-04-07T18:30:00+00:00

5.

* * *

Relevant abruption. Or what a big creative idea looks like

If the chapter heading has tempted you to turn to this bit first, get back to the start. Go on, bugger off. You can’t do the kind of effective creative you’ll be proud of unless you do all the prep work I’ve described earlier.

For those, however, who’ve been with me from the start, here’s a recap: to quote the immortal Howard Luck Gossage, ‘People read what interests them, and sometimes it’s an ad’. What interests them are the benefits you can bring them. More precisely, you need to show them that you can solve their problems with the products and services you are promoting.

The best work follows this problem/solution dynamic. More precisely, the best work comes from the best briefs, which clearly describe the problem/solution.

A good brief requires a big marketing idea, which essentially proceeds from the following pieces of information:

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