KEEPING THE BRIEF BRIEF
Working with so many clients across a number of industries, we find that a few themes come up time and again among them all. One of these is the Creative Brief—more specifically, how to craft a really good one. And within this need are two sub-themes: finding the essential content for a brief; and finding the best-practice process to craft that brief. This week we take a look at some of the process pitfalls that many clients and their agency teammates encounter which get in the way of developing a really good, tight, productive creative brief.
posted by BDN International @ 4:56 PM
2 Comments
2 Comments:
Very important for Marketers to distinguish between the Brief, and the Briefing. One colleague of mine recounts his Unilever days - write it on a business card. If you can't clearly communicate to the agency from that what it is you want them to do, then you probably are not clear about it in your own head. By all means, give them the comprehensive document as a takeaway - just don't bore them to death in the briefing by scrolling through it line by line!
Thank you for taking the time to write us with your thoughts. Feedback is ALWAYS welcome. The BDN International Team
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