“Why do we care so much about the Creative Brief­, surely it’s the creative work that makes the difference to our clients brands, business and reputations?”

The person who said this didn’t have a long or illustrious career in our industry. So why are we investing so much time in making our Creative Briefs the best they can be, and bringing over a top London agency trainer in the next few weeks to give a two-day workshop for staff and clients on producing and presenting effective briefs?

Better briefs and better briefing create better work which is right first time which makes our clients happier which improves our margins which makes us all ecstatic.

The Brief is a key document for everyone involved in the process of developing creative work. Account handlers, creative teams, producers and project managers, planners, media partners and most importantly our clients. It’s three main purposes are…