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Are Your Briefs Tight Enough?

Are Your Briefs Tight Enough?

The Facts
Trying to do more marketing with less investment this year? You’re not alone in trying to do more with less money. It can be done, it’s not as hard as you may believe, but it starts with your scope of work, and a better-managed briefing process may be the answer to your marketing team. Clients want sales, fair enough, and most client direction is flat wrong. Clients think the job of the Brief is to provide a cast-in-stone solution to the sales problem.  

Spiker Insights
Creativity solves problems. If we don’t have a detailed and accurate problem, we can’t be creative. So creativity starts with the problem, not the solution. If we study the greats of our industry, their successes and failures, we will find that their thinking started long before the Client Brief. Their thinking started with redefining the problem.

As Einstein said “If I had an hour to solve a problem I’d spend 55 minutes thinking about the problem and five minutes thinking about the solution.” Because if he got the problem right, the solution would be easy, but if he got the problem wrong, there would be no solution. In other words, the real problem is to know what the real problem is.

New Age of Storytelling

New Age of Storytelling

The Facts

We all hear the word “Storytelling” in our business. It’s gotten so over used that most people can’t actually tell a story anymore. As marketers, we are all part of the ancient, campfire-born traditions − not Blazing Saddles after a plate of beans, but something more like Dances with Wolves waiting for the buffalo herds to arrive.

Spiker Insights

The ability to share stories has never been greater what with home entertainment systems bringing high-quality sound and visuals into our homes, automobiles and mobile devices. Modern audiences have a seemingly insatiable appetite for high-quality visuals, music, sound effects and the human voice (James Earl Jones, Richard Dreyfus). We in marketing have to keep pace as we fight for the audience’s attention. Not only do we as an industry carefully craft these stories, we do so often with over direction on the client’s part to use nothing but drone footage or videos with no gifted storytellers of writers and voice actors. Sure it’s cheaper, but it lacks the power of great stories and makes a difference in our customers’ lives. You’re not telling a story, you are merely showing a quick travel guide.

At our agency, we invest in real stories and in the storytellers who have a vocational desire to craft them. We are also advocates for embracing the new, the fresh, and the break-out-of-the-box sameness. Each of our stories has its own requirements, its own need to be told in a certain way. As such, a fresh idea and creative copy can help us tell it better and fresher and bring the story to life in a way only we can. As technology and the multi-platform evolution continues, we are living in an exciting new age of storytelling.