Tim Hughes is a global expert in creative brand strategy and the founder of The Brief Doctor. He is a lifetime achievement award–winner, and former chair of Promax UK.
A creative brief is a short 1-2 page document outlining the strategy for a creative project, typically between client and agency. Tim’s business, The Brief Doctor, specialise in making these documents more compelling, which in turn results in better creative.
This episode is perfect for people who want to make brands better and marketers who want their messages to cut through.
Tim explains The Brief Doctor’s Who, What, Why method of writing great creative briefs, the art of the Single-Minded Proposition, and the common mistakes people make when writing creative briefs.
We discuss: customer journeys and creating advocates, how to unite your Marketing and Creative teams, Tim’s favourite projects, how to make things go ‘viral’.
Plus, how to improve engagement on Linkedin and how brands get social media wrong.
Connect with Tim on LinkedIn.
Tim’s Bio:
Tim Hughes is a global expert in creative brand strategy and founder of The Brief Doctor.
He is a customer-focussed strategic thinker and award-winning creative leader with twenty years experience in branding and global television marketing. Tim is a motivator of people, a conceptual visualiser, a strong and intriguing speaker and consultant.
Episode Contents:
Tim’s favourite brandsBrands being held accountable by the publicHow Tim founded The Brief DoctorFinding your niche – what you’re good, useful and valuable atWhat a creative brief is, and how to write onePosing creative problems correctlyThe difference between a Strategic Brief and a Creative BriefWho, What, and WhyThe one moment in time – making briefs relevantWhat a single minded proposition isCommon mistakes people make when writing a briefFocus groups and research‘Pen portraits’/customer personas/archetypesHow brands really connect with peopleThe journey you want customers to go on — turning customers into advocatesGetting more out of your creativesThe issue with briefing processHaving a pitch feeBlair Enns and David C. BakerWin Without Pitching by Blair EnnsCollective buy-in to the briefWhat Account Management isGetting ROI from marketing and solving problems for the clientsMedia planningWinning awards by improving the submissionDoing a rebrand of a Discovery channelThings you can guarantee will go viralBrands on social media – Facebook, LinkedinEngagement Tips for Linkedin MarketingTaking customers on a journey to get buy inPub knowledge.