Creative briefs: Marketoon of the Week

Can data and technology add some clarity to the process?

Creative briefs: Marketoon of the Week

This week’s Marketoonist pokes fun at the many approaches marketers and their agency counterparts take in coming up with a creative game plan.

Fishburne’s take: “Having been on both sides of the table, I think the quality of the marketing brief is one of the most significant factors in the quality of the resulting creative.  Because most marketers give insufficient attention to the creative brief, this gives an advantage to the few that do. Inspired briefs attract inspired teams and lead to inspired work.”

Why we care. With more channels than ever to distribute creative, and with the process becoming more automated and digitized with digital asset management (DAM), the pipeline is transforming. No doubt some of the scenarios depicted above will benefit from performance-based data, taking some of the mystery out of the creative enterprise.

The post Creative briefs: Marketoon of the Week appeared first on MarTech.


About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.


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