Bring back the brief

I have found myself on several occasions recently wondering if a client would react badly to my sending them a brief template, with simple instructions on use. Because some of them seem to have abandoned this little tradition. In fact, I'm not sure some of them have ever actually seen one before. Maybe I need to go in there and give them a bit of a crash course?

Is it me or are clients in general getting worse and worse at briefing?

Don’t get me wrong, we’re not expecting a fully formed piece of insightful, inspirational genius to drop into our laps every time you send us a job – that's what the planners are for – but something more than a spec would be nice.

And even if you can't be arsed to give me the background, and really can't be sure what the proposition should be, you must have a vague idea of what the objective is. Because something has motivated you to send me that charming two line email demanding concepts.

So, I'm on a mission. Make briefing cool. Let's start a Facebook page. That should do it.


Here's a really good presenatation from Dare on creative briefing (go to the website and read the speaker notes too.)

Creative Brief Workshop

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