Is a good brief reason of good work?

KJKJ

Kirit JAsani

Yes, no doubt about that. You dig a little in any good communication piece and soon you will know there was a good brief, a clear brief from the client. But that is only one side of the coin; the other side is equally important, how agency worked on that particular brief.

The level of clarity in brief, most of the time gets reflected in the work. But, still from no brief to ambiguous brief incidences keep on surfacing. I believe, when a client shares a clear brief and agency acts on that brief, the resulting work would be very impactful. In another way, this justifies famous words of David Ogilvy, ‘Clients get advertising they deserve’.

Majority of those, who are responsible to give brief understand the importance of clarity in brief. But when Spotlight Communication was working with Italia Group, I found Mr. Nandan Deshpande (then brand manage) was exceptionally good in giving a clear brief. His brief for creative always intended to result in a piece of communication, which can connect the target audience in a correct sense. While working on Piccolo Porcelain Mosaic, Mr. Nandan briefed our agency for one campaign targeted to architects and Interior designers. He was clear; Architects and Interior Designers always need freedom in creation. We have 70 colours, 5 sizes and 2 looks in Piccolo Porcelain Mosaic. Essentially we offer a wide choice. If the campaign can connect this freedom with choice of colours we can expect a good result. It was a crystal clear brief.

Now, that was our turn to come out with a creation which stays true to the brief. We proposed a campaign with a line ‘More Colours More Freedom’. In this campaign all creatives were developed in black-white treatment, except the colour in core visual. Visuals were selected, which are normally seen in black-white e.g. Penguin. We changed the white part of Penguin with various colours and associated it with the headline More Colours More Freedom! This solution stayed on brief and worked for the client. I must say such an effective campaign would have not been realized without a clear brief by Mr.Nandan Deshpande.

Piccolo 01

 

More colour 3 ads

So, if you are in a position to give brief, be damn clear in your brief. If you are expected to work on a brief, justify the brief in totality.

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