15 Nov

It’s All In The Brief

There’s more than one dictionary definition of the word “brief”. For example, there’s the adjective – meaning “lasting only a short time or containing few words”. There’s the noun – meaning “a set of instructions or information”. And of course, there’s the other noun – meaning “underwear”.

When contemplating a radio advertising creative brief – it’s essential to focus on a combination of those first two definitions: namely “a set of instructions, containing few words”. But sadly, and all too often, many creative briefs mostly resemble that third definition: they’re pants!

So what makes a good brief? We thought we’d put together a few tips to think about when briefing the creative team. So here goes…

Firstly – keep it simple. Advertising in any medium is much more effective when it focusses on a simple, single message. But it’s even more important in radio advertising because the option of including extra information in the background or in small print doesn’t exist. Our mantra: one message, one ad. Multiple messages, multiple ads.

Secondly – think about the desired response. Don’t focus the writers on what the brand is saying to the listeners. Focus on how we want listeners to react – how do we want them to think or feel having heard the campaign. What specific response is desired from the campaign?

Thirdly – how do you want the brand to come across? Remember, radio is very personal. It leaves strong personal impressions and it’s important to be clear in the brief as to the kind of impression you want your brand to leave.

Next – the brief needs to be clear about priorities. Think about whether you need to include things like websites. If the ad is thirty seconds long, do you want to spend those thirty seconds getting people to remember the website or getting them interested in the proposition? It’s usually the latter. And these days consumers will know where to find brands on the web. Remember that radio works well as an indirect response medium, driving response through other channels.

And finally, as we said at the very beginning, keep the brief short and concise. The last thing the writers need is to have to sift through War and Peace to try and pick out the important bits. They need to look at it and in an instant understand exactly what they’re trying to achieve.

Following these few simple tips really will make for a great brief. But failure to think about these points and your brief may belong firmly in the knicker drawer.

If you’d like to talk through your latest radio creative brief, then give the Kalua team a call on 0161 933 7800.

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