1. Your needs vs your wants
When thinking of your next big event, activation or campaign create a detailed document listing your NEEDS (your measurable KPI's) and your WANTS (how you want the project to look, including material items). From here you have a great platform to develop a detailed creative brief to pass on to all your suppliers. It also puts the whole project in perspective, being able to see what the most important elements are. You can identify the easily sacrificable items, against the 'must haves' to ensure a smooth project that meets all its objectives.
2. Put together a great mood board
After you think of a great idea, it's usually hard to hold on and explain all the elements that make your idea the best possible solution. Putting together a mood board will help bring your idea to life- but don't make the mistake of using images only pretty 'Pinterest' images. Use words, textures, fonts, colour swatches - colour block the different sections and be free with the image choices. Be careful not to spend too much time finding images of your exact idea. When someone else looks at your mood board, they should 'feel' what you are trying to achieve.
3. The creative brief - MAKE IT EXCITING
A regular project brief and creative brief are miles apart from being the same. Creative people think differently and are surrounded by the creative things all day, every day. They have seen it all. To you, your idea may be the best thing you have ever thought of- but chances are they have done something similar. That is why your creative briefs have to be bright, fun and exciting. Include videos, fun images and creative language in the brief will guarantee the best, and most engaging outcome from your creative team.