'We get to something interesting, faster': BBDO is using AI to write better briefs

"The drafting and delivery of briefs, as any experienced marketer will understand, are critical steps not only in the execution of a particular project but also in cultivating a productive agency-client relationship. A properly constructed brief is more than a mere project outline: it's a declaration of unified purpose -proof that the agency and the prospective client are, in an important sense, speaking the same language and sharing the same vision."

"For example, says BBDO New York's chief strategy officer Nicole Granese, rather than spending hours poring over the annual reports of a client and its competitors, the agency "could easily take those annual reports, put them into a generative AI tool, ask for a comparison of the different brands and it'll deliver it in five seconds ... that helps accelerate our strategy analysis; we're able to get to something interesting, faster.""

"The technology is also helping the agency identify some of the common tropes associated with a particular brand or demographic - so that they can be avoided and serve as guardrails for a more original route. Granese says that ChatGPT, prompted to enumerate some personality quirks among "millennial DIYers," might respond by writing that this demographic is "'really into personalization - they want to personalize everything to reflect their unique tastes and perspective.'""

Briefs and their delivery are critical to project execution and to building productive agency-client relationships. A properly constructed brief functions as a declaration of unified purpose, aligning agency and client vision and language. Agencies must fine-tune brief language, a subtle task historically handled by humans. BBDO integrates generative AI tools at multiple stages of brief development to accelerate early analysis and uncover commercial opportunities. Generative AI can ingest documents like annual reports to compare brands in seconds, speeding strategy analysis and enabling faster ideation. The technology also identifies common brand or demographic tropes to act as guardrails and encourage more original creative routes.

Read at The Drum