The Brief Bros.

19. An agency strategist does more than write briefs.

The most visible job an ad agency strategist tackles is to write a creative brief for a new project or pitch. But the strategist's role involves more than brief writing. In today's episode of The Brief Bros., I challenged my friend and Brief Bros. Henry Gomez to create a list of other responsibilities, some unrelated to writing briefs, others directly related to briefs. Henry came through as usual.
Creative Review: New Balance. Media Agency: VMLY&R.

18. A conversation with Vivek Kuchibhotal, program director at Think-Catalyst LLC

The Brief Bros. welcomes our first guest, the founder and president of BFC Ideas and our friend, Vivek Kuchibhotla. Vivek is a veteran brand and account management executive who now trains advertising agency professionals in breakthrough techniques on developing creative ideas.
Henry Gomez and Howard Ibach engage Vivek in a lively discussion about his thinking, the problems the ad industry faces around creative ideas and the creative brief, and the response his training has received.
Creative review: Public Service Announcement for CoorDown, an Italian nonprofit benefiting people with Down's syndrome from New York ad agency Small, featuring original music by Sting.

17. Should you write your briefs in first-person?

There are compelling reasons to write a creative brief in first-person "I." When does it make sense and when should you stick to old-fashioned third person? This week, Henry Gomez and Howard Ibach offer their best arguments for each side. Creative review: Airbnb television.

16. Do you have enough time to write a creative brief?

Everyone complains about not having enough time. Too many brief writers don't know how to overcome this perennial problem. This week, Henry Gomez and Howard Ibach present ideas to help brief writers make sure time is on their side. Creative review: GEICO Motorcycle TV. Agency: The Martin Agency.

15. Multicultural creative briefs, Part 2

Henry Gomez and Howard Ibach continue their discussion about multicultural creative briefs in this week's episode of The Brief Bros. Creative review: Diesel in-house television spot, agency DoBeDo, director Johnny DuFort.

14. Multicultural creative briefs, Part 1

Henry Gomez breaks down the macro and micro factors relevant to multicultural brief writers in this week's episode of The Brief Bros. Join him and Howard Ibach as they explore what brief writers need to remember when they work on Hispanic accounts. Creative review: Terminix television campaign. Agency: The Martin Agency

13. Four questions to ask to make sure your creative brief is singular and inspiring.

You've written the final draft of your brilliant creative brief. Before you brief, what can you do to make certain the brief tells the story precisely the way you want it told? Henry Gomez and Howard Ibach take you through a simple, four-step checklist to help you polish your brief. Creative Review: Burger King International Women's Day social media campaign.

12. How long should your creative brief be?

The snarky answer is, as long as it needs to be. But the Brief Bros. will give you a more exact answer, and it may surprise you. Henry Gomez and Howard Ibach bring their experience and insights to bear on the subject. Creative Review: Billboards for Orange County Animal Services. Agency: Out Front Studios.

11. Disagreements about the creative brief.

When brief writers find themselves in consensus about their briefs, that doesn't mean harmony. It could mean apathy, a deadly enemy of an inspiring creative brief. Henry Gomez and Howard Ibach engage in a lively discussion on this episode of The Brief Bros. about constructive uses of disagreement when writing a brief. Creative Review: "Translated" short film by Portuguese agency AUGE Communications.

10. How to evaluate creative work.

Don't file away your creative brief once your creative department has completed its work. The brief is the singular measuring stick in determining if the creative work is on brief or off brief. The Brief Bros. Henry Gomez and Howard Ibach share their insights on how to use the brief to have effective conversations with the creative department. Creative Review: Heinz website and OOH. Agency: Rethink Canada.

9. The importance of research.

Brief writers, take heed! The Brief Bros. do a deep dive into the importance of research in advertising. Howard Ibach interviews his strategist partner Henry Gomez for his insights and experience in the finer points of doing one's homework. Your briefs, and your brand, will benefit. Creative Review: McDonald's Out of Home campaign. Agency: TBWA Belgium.

8. Target audience.

Why do brief writers want to cast their net so wide when figuring out who the customer is for their brand? It's a natural inclination, but as Henry Gomez says, "It's rife with chaos." Watch Henry and Howard Ibach on The Brief Bros. as they discuss strategies for avoiding the biggest mistakes creative brief writers make when answering the question, "Who are we talking to?" on briefs. Creative Review: Sketchers "To The Max" Super Bowl TV spot. Agency: Sketchers in-house.

7. Ingredients of a brilliant single-minded proposition.

Howard Ibach and Henry Gomez break down the key ingredients that all single-minded propositions are made of to explore how to write this devilishly difficult sentence in this week's episode of The Brief Bros. The Creative Review looks at a short film by Area 23 and Roof Studio for Insmed's Nontuberculous Mycobacterial (NTM) treatment.

6. The brand promise.

What is Brand Promise? Why is it important? Why is it so hard to articulate? And why do so many marketers not know what it is, even for their own brand? Henry Gomez and Howard Ibach offer up their thoughts on this important topic in today's episode of The Brief Bros. In our Creative Review, we examine new logos from Burger King and GM, and discuss the advantages and risks of these corporate redesigns.