Ever wondered how to navigate the briefing minefield so you can get the best results out of your agency? We’ve come up with some super simple hints and tips that will have you briefing creative jobs like a pro and getting the results you want!
1) WHAT’S THE PURPOSE OF A WRITTEN BRIEF?
Great question! It’s a structured outline that informs your agency of your goals, agenda and purpose, for any execution or activity. It’s a great idea to give your agency a well constructed brief for any, or every project. That way, you can feel confident you’ve clearly articulated what you want, the perimeters within which we all need to work, and the driving forces behind it all. You’re setting everyone up for success. Thank you!
2) WHAT WOULD YOU NEED A BRIEF FOR?
Any creative execution at all. A new brand, packaging, a website, branding hierarchy restructure, a trade presenter, a flyer – you get the picture.
3) WHAT’S INCLUDED IN A BRIEF?
A bunch of things really – background information, environmental drivers, purpose, expected outcome and so on. Scroll down a bit and you’ll see a more comprehensive list laid out as 8 dot points.
4) HOW LONG SHOULD A WRITTEN BRIEF BE?
Sit back and relax, it’s not a thesis, you’re fine to just write a sentence or two under each heading, or a paragraph or three, or even dot points. Keep it to the point, but informative – and we promise not to judge your grammar!
5) LET GO AND…”LET THE AGENCY”
It’s hard to do, but now is the time where you take a leap of faith and let go of the project so that the creative team can be just that…creative. We have resources and processes that, when left to our own devices mean that we will do what we do best and create, create, create! If you struggle with being super prescriptive (go on – admit it, we all do it at times), then take a deep breath and let go. We promise not to drop your baby. We will give it back to you swaddled in something you may never have thought of, or possibly exactly as you dreamed! Either way, by letting go and “letting the agency”, you get to stand back and witness miracles!
WHAT ABOUT YOUR RESEARCH?
Want to give us more? We’re keen to learn about your business, your ideal client, your product, market forces, or pretty much any research you’ve got to hand (relevant that is…let’s keep this relevant 😉 Additional research like this will slot nicely into the background category, so go for it!
Got a brief you’d like us to quote on for you?
Please get in touch – email firstname.lastname@example.org or call 07 3122 0950.