Want to Write an Inspired Creative Brief? Check Out This Handy Guide

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Summary


“How To Write An Inspired Creative Brief” will open your eyes to what it takes to create truly memorable advertising and to raise brand awareness.

inspired creative brief

Read “How To Write An Inspired Creative Brief” by Howard Ibach, and you will learn exactly that!

This is the second edition of this wonderful book first published back in 2009

“How to Write an Inspired Creative Brief” provides all the guidance needed to write a creative brief and contains examples from some of the most successful advertisements and advertising campaigns. The book will guide you through exactly what to consider when preparing a creative brief. This is one that will inspire any creative team to produce advertisements or campaigns that will make a brand or product standout and be memorable.

What is the Book About

So exactly what is it that makes one advertisement or campaign more successful than another? Is it the product itself? Definitely not! Is it the person or team that creates the advertisement? Well yes, a good creative team will help to raise the standard and impact of an advertisement. Is it the amount of money spent on producing the advertisement or campaign? Not really. You could spend a fortune on advertising, but if you do not reach your target audience, or the advertisement itself is not memorable — regardless how much money you have put into it — it is unlikely to give you the desired ROI. A great advertisement placed on YouTube for instance, can be cheap to produce, yet it can still achieve better results than a bad advertisement placed on network television.

In “How To Write An Inspired Creative Brief,” Howard Ibach explains the importance of working from a well written and inspiring creative brief. A well written creative brief is the foundation to create truly successful advertisments.

He brilliantly demonstrates this throughout the book by including examples of well written creative briefs which were used to produce memorable and successful advertisements that I myself can still remember.

The structure, process, and everything you should consider when writing a creative brief has been succinctly outlined throughout the book. The author has also included a scattering of exercises to help the reader kick start their creative juices.

The way the process has been explained may lead one to think that a creative brief is a simple document to create. However, they are not, and the failure to have a good one in place is why so many advertisements fail to achieve their intended goal.

About the Author

Howard Ibach (www.howardibach.com) (@HowardIbach) worked as a copywriter and a creative director for nigh on thirty years. He now continues to use his skills and love for creative writing by teaching at both Glendale College and Pierce College in the Los Angeles area. Due to his passion for the language and to attain perfection, he does though have the reputation of being tough when it comes to grading his students’ papers!

What Was Best About This Book

The best part in the book is undoubtedly where Howard states:

“Many believe that our British cousins are the finest creative brief writers on the planet. I agree.”

But all joking aside (and there are plenty of jokes to be found in the book) “How To Write An Inspired Creative Brief” is both captivating and well structured.

It identifies the key areas to focus on when writing a creative brief. By working through the points to consider you will be able to create an outline of exactly what your advertising intends to achieve. It also provides suggestions of the types of words to use to capture the attention of your intended audience. Furthermore, the short but effective exercises contained within the book can be done anywhere and at anytime. These will help the reader to hone their skills when endeavoring to create memorable and professional content.

What Could Have Been Done Differently

The examples of creative briefs contained within the book are great examples which clearly illustrate the skills that the author is passing on. Maybe it was just the author’s modesty coming out, but I would have really enjoyed reading and hearing about some of the creative briefs and advertising campaigns that Howard himself had worked on.

Why Read “How to Write an Inspired Creative Brief”

Quite honestly, I thoroughly enjoyed the book, and would highly recommend reading it whether you have a service or product to sell or not. By the nature of the book, those who actually work as creative writers or in advertising or marketing will benefit the most from “How To Write An Inspired Creative Brief”. However, anyone working in business, advertising or PR, or even those currently studying these subjects, will learn a huge amount as to the best processes to follow in order to create quality content when marketing a brand, product or service.

Very little has been written as to the best practices to use to create quality content for advertising purposes. Due to this fact, and that most businesses have a need to advertise in one form or other, the book is ideal for businesses and will provide valuable information that can assist in the creation of great content.

[“source-smallbiztrends”]

Can a Machine Write a Sonnet That Is as Good as a Human’s? We’re About to Find Out

Can a Machine Write a Sonnet That Is as Good as a Human's? We're About to Find Out

Turing Tests in Creative Arts

Dartmouth College
Since it was devised in 1950, the Turing Test – named for Alan Turing, hero of “The Imitation Game” – has been the standard way of assessing artificial intelligence: Machines are judged on how well they exhibit intelligent behavior, usually in conversation or game-playing, that to a human listener or observer would be indistinguishable from that of a real person.Last summer, two professors at Dartmouth College proposed an imaginative variation: the Turing Tests in Creative Arts, challenging participants to submit algorithms that can generate human-quality art.

“Specifically,” Dan Rockmore (a professor of math and computer science) and Michael Casey (a professor of music and computer science) write in an essay that discusses the project, “we ask if machines are capable of generating sonnets, short stories, or dance music that is indistinguishable from human-generated works, though perhaps not yet so advanced as Shakespeare, O. Henry or Daft Punk.”

The competition has three parts: DigiLit, where the test is creating a New Yorker-level short story; PoetiX, where the product must be a 14-line sonnet in iambic pentameter; and AlgoRhythms, where the computer has to create a 15-minute dance set. In all cases, the software will be given a “seed” – a verbal image in the literary contest and a single track of music for the dance. Organizers will mix the entries in with human-generated work. A panel of literary judges will be asked to figure out which poems and stories were written by machines; for the music, the judges will be dance students. A winner is any computer entry that fools the judges into thinking its creator was alive.

The results will be announced May 18 at Dartmouth’s Digital Arts Exposition.

© 2016 The Washington Post

Tags: AI, Artificial Intelligence, Machines, Science, Turing Test
[“Source-Gadgets”]

Can a machine Write a Sonnet that is as suitable as a Human’s? we’re about to discover Turing assessments in creative Arts

Can a Machine Write a Sonnet That Is as Good as a Human's? We're About to Find Out

Dartmouth college
since it become devised in 1950, the Turing test – named for Alan Turing, hero of “The Imitation recreation” – has been the usual manner of assessing artificial intelligence: Machines are judged on how nicely theyshowcase shrewd conduct, normally in communication or sportplaying, that to a human listener or observer might be indistinguishable from that of a real person.
ultimate summer, professors at Dartmouth university proposed an imaginitive version: the Turingassessments in innovative Arts, tough participants to publish algorithms which could generate human-fine artwork.

in particular,” Dan Rockmore (a professor of math and laptop science) and Michael Casey (a professor ofsong and computer technological know-how) write in an essay that discusses the task, “we ask if machines are able to producing sonnets, brief memories, or dance song that is indistinguishable from human-generated works, although possibly not yet so superior as Shakespeare, O. Henry or Daft Punk.”

The competition has three parts: DigiLit, where the take a look at is creating a new Yorker-stage shortstory; PoetiX, in which the product should be a 14-line sonnet in iambic pentameter; and AlgoRhythms,where the computer has to create a 15-minute dance set. In all cases, the software may be given a “seed” – a verbal photograph within the literary contest and a unmarried track of music for the dance. Organizers will blend the entries in with human-generated work. A panel of literary judges could be asked to parent out which poems and stories had been written by way of machines; for the song, the judges can be dancecollege students. A winner is any computer entry that fools the judges into wondering its writer was alive.

The consequences could be announced may also 18 at Dartmouth’s digital Arts Exposition.

© 2016 The Washington submit

download the gadgets 360 app for Android and iOS to stay up to date with the brand new tech news, product evaluations, and unique offers on the popular mobiles.

Tags: AI, synthetic Intelligence, Machines, technological know-how, Turing test

18% applicants did not write CAT: IIM

A file photo of the Indian Institute of Management, Ahmedabad. Photo: Raj K. Raj/HT

A file photo of the Indian Institute of Management, Ahmedabad. Photo: Raj K. Raj/HT

New Delhi: Around 18% of those who registered to appear for the Common Admission Test (CAT) that serves as a gateway to elite Indian Institutes of Management (IIMs) and scores of leading B-Schools in the country chose not to do so, test organizer IIM Ahmedabad said Monday.

The jury is out on the reason for this—the possibilities include an extension that simply saw non-serious candidates apply, an erosion in the brand of IIMs thanks to new ones, and the emergence of more lucrative (and time-bound) opportunities especially in start-ups. The 18% compares with around 14% last year. All told, in 2015 (for admission in 2016), 218,664 registered and 179,602 appeared for the examination.

An IIM professor who asked not to be named said the extension of the registration widow saw non-serious candidates applying.

According to IIM Ahmedabad, the total number of registrations for CAT was 183,032 on 20 September when the original deadline for registration ended. IIM-A extended the deadline for five more days. That took the registration number to a five-year high. “If you see the original registration (183,032) before extension and the number of students who finally appeared (179,602), then you realize that the IIMs have to be careful while chasing numbers,” the professor added.

He also said that the increase in the number of IIMs from six in 2007 to 19 now has not helped the brand much.

Ulhas Vairagkar, an alumnus of IIM-A, said the large number of no-shows may also be because the test was conducted on a single day in 2015. Previous editions had a window that spanned days.

More women

The IIMs’ effort to increase diversity, though, seems to have paid off, with the number of women candidates increasing by around 2 percentage points to around 32%. “More women sitting for CAT or entering IIMs is always good. IIMs themselves are promoting it. I believe co-ed education is always better and, second, it’s easier to place girl students in jobs as companies are now trying to correct the gender ratio,” said Vairagkar, who is also the founder-mentor at the Vanguard Business School, Bengaluru.

This may also mark the first time IIMs are tracking transgenders, a blow for gender equality. In 2015, 41 transgenders appeared for CAT, IIM-A said.

Engineers rule

IIM-A said the total number of students in the 100th percentile was 17, of which only one is a woman. There are 1,814 students in the 99th, of which 136 are women. And there are 9,003 in the 95th of which 1,243 are women.

[“source-Livemint”]