SXSW 2022
It’s Time to Reimagine the Creative Brief
Description:
Although the outcomes of advertising have evolved, mostly due to the ever-expanding array of communication channels, the process has remained largely unchanged. Client issues brief, agency responds. If it ain’t broke, don’t fix it? But do client briefs ever result in ground-breaking innovation? Sometimes. But we think sometimes is not enough. That’s why we’re working on a completely new approach that delves into category problems. For example, as people’s interest in the provenance of what they buy accelerates, retailers need to make purpose actionable. How can we answer that brief, deliver the solution to a brand, make it relevant to their objectives AND reimagine an experience for their customers? Could Open Briefs be the answer to true category transformation?
Related Media
Takeaways
- Understand what experiences have successfully evolved and what is ripe to be reimagined
- Explore how to identify category-specific provocations
- Learn how to use Open Briefs to unlock a pipeline of brilliant new experience ideas which deliver
Speakers
- Adam Kerj, Chief Creative Officer, Accenture Interactive Nordics
- Jen Spiers, Executive Creative Director, Rothco, part of Accenture Interactive
- Cecilia Steenberg Forsberg, Group Brand Director, Telia
Organizer
Hayley Alfers, Marketing Programme Manager, Accenture Interactive
SXSW reserves the right to restrict access to or availability of comments related to PanelPicker proposals that it considers objectionable.
Add Comments