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Creative brief project- don’t google your way to a brief

February 15, 2011

googJournalists at Murdoch’s iPad paper, The Daily, were given clear instructions by their editor yesterday to find compelling stories.

“We need to get out there and start finding more compelling stories from around the country – not just scraping the web and the wires, but getting out on the ground and reporting. Find me an amazing human story at a trial the rest of the media is missing. Find me a school district where the battle over reform is being fought and tell the human tales. Find a town that is going to be unincorporated because it’s broke. Find me a story of corruption and malfeasance in a state capitol that no one has found. Find me something new, different, exclusive and awesome. Find me the oldest dog in America, or the richest man in South Dakota. Force the new White House press secretary to download The Daily for the first time because everyone at the gaggle is asking about a story we broke. Get in front of a story and make it ours – force the rest of the media to follow us. It’s good stories that will keep people coming back to The Daily – we’ve assembled a crack news team, so let’s show the world what we can do.”

While one argue about how good The Daily is going to be at this, there’s something here that can apply to planners as well, it’s simply too easy to Google your way to a brief.

There’s no substitute for real time spent with real people learning about human connections to brands and categories. This isn’t a rallying cry for focus groups, instead find intelligent and really clever ways to converse and engage in a conversation with prospects, customers and experts.

Before you do anything- think about what it what take and where you would have to be to get someone to say something interesting? If you were making a TV show about your research- how would you make it compelling “must-see TV”?

Get the research right and this is the fuel that makes those internal briefing conversations relevant and worth listening to

Posted by Ed Cotton

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