CoBB | Conversations on the Business of Brands

Sudeep and Sharan break away from mould of interviewing each other, to go on an investigative journey to solve the mystery of the vanishing marketing briefs.

It is often said that the role of a marketing manager is not to solve problems, but to frame the right ones. While it seems like a dying art, writing an execution brief is the discipline this problem framing muscle. The hosts go into the importance of writing one and give the listeners a check-list on the elements that make up a good brief.

Sudeep then walks listeners through a real case of he wrote the creative brief for the launch communication of Dairy Milk Silk, and fills it with anecdotes of happy accidents that led to the creative output that continues to be in use today.

SHOW NOTES

• Recreated Brief for the launch of Dairy Milk Silk

CREDITS

• Album Art & Design by ting.in of the Black & Yellow show
• Voiceovers by Nadir Kanthawala of Pops in a Pod
• Music from Zapsplat.com