Tim DaviesCEO Projekt Rising - The expert AI partner for SMEs

Empowering teams through structured information in creative processes

25 Feb 2025

Watch on YouTube

This YouTube conversation (Feb 2025) between Tim Davies and another speaker describes how structured creative briefs compress days of preparatory work into a single structured brief. Clients submit simple inputs (e.g., a paragraph) and receive a full page of structured information; account teams then use existing retrieval/knowledge stores (referred to as "rag stores") to perform initial analysis and quickly begin crafting creative responses. The speakers characterise this as a culture shift that improves input quality and empowers better outcomes.

So where a person used to have to go and do that, go and get the insights, go and get this, go and get the tone of voice, information and all that kind of stuff or things that were just in their head, it sped that process up by going, right, okay, I've got all the things that used to take you two or three days to go and do. Dumped it all in this brief in a structured format. So now the client has seen, has submitted a paragraph, they've seen a full page of structured information and gone, yeah, that looks brilliant. I've written a really good brief. The account team have then picked that up and gone, right, okay, I've already done a lot of my initial analysis of this based on the information that we've got within our rag stores to then be able to start crafting the response to the brief or the creative brief that's going to go into the rest of the business.
It's magic, really, isn't it?
Yeah, we'll call it that.
Yeah.
But I mean, when you look at it, yeah, it's.
That in terms of the culture shift, in terms of the quality of the input originally given, it just empowers people to have a far better outcome.