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In this tutorial, Julian Cole, a strategy trainer, explains how to write a creative brief using the "Get Who to Buy" formula, emphasizing brevity. The brief includes four key components: the consumer target (Get), the consumer problem (Who), the consumer goal (Two), and the single-minded proposition (Buy). Cole illustrates the process by analyzing a campaign for the dating app Hinge. He highlights Hinge's mission—to help you meet someone great, ultimately making the app unnecessary. Targeting young millennials in urban areas, the campaign addresses the problem of users feeling disillusioned with dating while promoting Hinge's unique objective of being "designed to be deleted."
