How to write a good creative brief vs a great creative brief Example Mcdonalds
This is how to write a great creative brief with an example from McDonald’s. My name is Julian Cole, a strategy trainer and a consultant to leading brands like Facebook, Uber, Apple, and Disney. And in this video, I’m going to show you the difference between writing a good and great creative brief using the format of the GET, WHO, TO, BY. It all comes down on the language you use, visual vs verbal language.
Let me show you how to write a great creative brief with an example. McDonald’s
my name is Julian Cole, strategy trainer, and consultant to leading brands like Facebook, Uber, apple, and Disney on this channel. I want to help you to master the fundamentals of strategy. I’m going to show you the difference between writing. And a great creative brief. We’re going to use the format, the, get who to buy with a creative brief.
It all comes down to the language that you use in your brief. You want to ensure that the language you can use paints a picture in the heads of the creative. It’s not meant to be filled with business jargon that they don’t understand. Let’s look at an example. For a great print ad for McDonald’s moving day.
He’s an example of a brief that would probably pass, but it’s not really a great brief for the creative team. Get 25 to 34 year old urbanites who lack access to food options because of other key products. To increase engagement with Mick delivery by showing MC delivery as the optimal solution for lunch on demand moments.
Now let’s see an example for a great. Get homeowners who have empty stomachs and their hands full moving to use McDelivery delivery for lunch by showing that Mick delivery packs into your schedule. The second brief uses visual language words, that paint pictures in your head. The first one is filled with verbal words that have no associated image with them.
When you’re writing a creative. Make sure to use visual words over verbal words. If you’ve taken any value out of the video, please hit the like button for the YouTube algorithm and also subscribe to this channel. If you’re interested in more strategy resources, if you want to learn how to write a creative brief, check out my video with an example from seamless.
If you’re interested in seeing more examples, check out my video on burger king.
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