Briefs with insights: It's not what you think.

In that article we defined insights as an understanding that can be leveraged for a result in a certain dimension. For example, when a manufacturer succeeded in reducing the noise from their kitchen mixers, consumer interpreted it as less powerful. I am told they put the noise back.

Can a brief be a one-liner?

It was also previously argued that insights, as a specific 'block to be filled out' in the brief was somewhat self-defeating. All the brief needed to contain was enough information for creatives to know who they're talking to (and why).

If a picture is worth a 1,000, then this article is more than 2,000 words long, courtesy of Volkswagen. I let the pictures speak for themselves.

Here's the brief...

Note: This specific model is not a South African version, but was used in conjunction with the advertisement below. For current South African models visit the local website

And here's the ad:

click to enlarge

Advertisement reproduced with kind permission from Volkswagen South Africa.

I rest my case.

To discover more on strategy and insights, attend Sid Peimer's course in Durban, Cape Town and Joburg this month: Essential Strategic Planning Skills for Client Service Creative and Non-Planners this month in Durban, Cape Town and Joburg.