The truth is you can track a number of the stresses of client-agency relationships back to poorly prepared creative briefs, because both sides get frustrated when they don’t have clear expectations. Clients feel like they’re not getting the agency’s best work and they’re not receiving what they’ve paid for. And creatives tear their hair out because they feel like their clients are being indecisive, and they just don’t know how to deliver their best work with an ever-changing brief.
The creative brief is really a pretty simple document with a few simple rules:
- Clearly communicate a campaign’s desired direction and outcomes.
- Educate the agency about the client and its goals.
- Align direction between all parts of the creative team and all stakeholders to ensure they agree with what ultimately needs to be delivered.
Putting a creative brief together is often seen as an inconvenience and most don’t put the appropriate time and thought into writing a brief.
Follow some of these tips to make sure your next brief gets you what you need:
- Rethink your template
- Ask the right questions
- Split your thought process (macro and micro)
- Focus on the takeaway
- Edit and simplify (this document is called a “brief” for a reason).
- Get agreement
- Make it accessible
Source: Tallarico, L. (2019, January 28). 7 Secrets to executing a great creative brief. ADWEEK.