The more brief templates I see the more I think the GET/WHO/TO/BY might be the best creative brief going around.
Easily abused but when used right its simplicity and versatility beat every other brief.
The formula being;
Get – Target consumer
Who – Consumer Problem
To – Desired response
By – One message/action
As Zac Martin stated ‘creative briefs have to be simple or wonderful, but nothing in-between.’
If the planner uncovered the insight, life changes but old songs can bring back the same emotions we had 20 years ago.
Then you could write a wonderful brief.
GET: Gen Xers music lovers
WHO: think Spotify is a music streaming platform designed for the youth
TO: Reconsider Spotify as a song library for all music listeners, including them
BY: Showing that Spotify allows them to reconnect with good times no matter how much the world may have changed
However, if you didn’t get to the insight then you can still write a simple brief and the creatives could get to the same solution.
GET: Old school music heads
WHO: know Spotify only for new music
TO: See Spotify as a place for all their listening needs
BY: Letting them know that the bands from the 80s/90s are on Spotify
If you would like to learn how to use the GET/TO/BY, I have got 6 video lessons that go into detail around the creative brief and templates in the Planning Dirty Academy.
I’ll also put up a shorter deck on the Planning Dirty newsletter. You can join the 28,000+ subscribers and sign up to the newsletter here.