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let me show you how to write a great creative brief for a product that is in a category thats usually known for bad advertising this is a great piece for Abbotts glucose monitoring device for management of diabetes with a campaign entitled now you know playfully bending reality combined with a convincing argument to engage Their audience the result film that stood out from the predictability of pharmaceutical ads and help Their audience see that they can manage their diabetes more confidently with their product hi Im Julian Cole a strategy consultant to Leading Brands and also a teacher at the strategy finishing school a creative brief is a one-page distillation and translation of the business problem into a human problem we have a full chapter on briefing in the strategy finishing school where I discuss the creative brief writing process further however Im going to try and summarize it for you in under 5 minutes in this video farmer ads are usually not a good category to look at f
