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How to Brief a Creative Team · Live · Region-aware
— Pack 11 · Playbook —

How to Brief a Creative Team.

The playbook for briefing agencies, freelancers and in-house teams so the work comes back closer to right. The eight sections a real brief needs, the brief-back conversation that saves a fortnight, and the feedback rules that keep the third round from being the worst.

FORMAT
playbook
PAGES
18
TIME
45 mins to write, saves days of rework
PRICE
$29

— What's inside —

  • Why briefs come back wrong (and what a good one does)Page 03
  • What a brief is actually FORPage 04
  • The 8 sections a real brief needsPage 05
  • The one-page brief template, fillablePage 07
  • Worked example · Nike, Just Do It eraPage 08
  • Worked example · Cadbury GorillaPage 09
  • Worked example · Aldi, Like BrandsPage 10
  • Do / don't · sixteen worked pairsPage 11
  • The brief-back conversationPage 13
  • How to give feedback that improves the workPage 15
  • Rescuing a brief that has gone off the railsPage 16
  • Reading listPage 17

— A taste —

Most briefs written for a small team commissioning a creative agency are four pages long and say almost nothing. They open with background the agency already knows, spend a page listing every audience the business has ever addressed, name half a dozen slightly contradictory objectives, and then close with a request for 'stopping-power creative' that is somehow also 'on brand'. The agency reads it, understands that the brief is a placeholder for a proper conversation, and prepares to figure out the actual brief in the first meeting.

— Continues for 16 more pages —

— Based on —

  • · IPA · Effectiveness Awards case studies
  • · APG · account planning resources
  • · Adam Morgan · Eating the Big Fish
  • · Jon Steel · Truth, Lies & Advertising
  • · Julian Cole · Planning Dirty briefing resources
  • · D&AD · published award case studies