Creative Skill Set 4.3 – Brief Building

Translating requirements into actionable tasks for creatives

The single most difficult task for marketeers is good briefing. Creative briefs must avoid suggesting the solution, yet not be so vague as to be unfathomable. When the person giving the briefing does not have an advertising or marketing background, it makes the task doubly difficult.

Problems can also arise when someone at a senior level has to take an active part in the creative process, or when someone from outside the creative environment is asked to manage a major project. These circumstances have a habit of arising at times of tension within an organisation when major changes are afoot and good decisions are vital.

We help clients get the brief right by using appropriate language to communicate key fundamentals so that the creative supplier is able to deliver what the client requires and fulfils all aspects of the brief.

Here’s a situation you may find familiar…Brief Building