Are you briefing your digital creative team wrong?

Courtsey Dominik Van Jan.

That depends on how you approach your creative brief. If you are writing it from an advertising perspective, it could just be that you are.

In a world where most consumer interactions are rapidly taking place in complex digital ecosystems, consumers engage with brands on a much more intimate level. Digital is not just another communications channel anymore that can serve as a message carrier. Digital finally is an environment where customers experience, consume, create, play with, re-purpose, re-format, share content, etc.

Yet, most creative briefs ignore digital's ubiquitous nature and mix it with the other, less interactive media. How did we get into this situation? By sticking to the guns we know and creating briefs for advertising, rather than looking at the potential of digital and writing creative briefs for experiences.

In order to create digital marketing that works, we need to build relevant scenarios, situations and experiences for consumers and have them discover a message in a—more or less—guided way. Take for example the simple but effective Fedex Launch a Package.

Doing digital briefing right requires that planners know about user interests, needs and most importantly behaviors in a variety of online and mobile media, as well as understanding the technical potential of the medium in order to be able to move from a communications / advertising brief to an experience / discovery brief. Social media, adds an additional layer to building digital experiences, which, too, needs to be considered in a creative brief. 

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