There’s nothing quite like good briefs

We’ve taken the time to write a paper entitled ‘How to write a solid brief‘, an article that outlines the importance of writing a good, solid creative brief. This is a valuable reference for both the creative and account teams within an agency and also for the clients that commission them. Most projects that go pete tong these days, we believe, are from either party not agreeing from the onset what the goals or deliverables of the project are to be. It’s so much easier to know where you are going when you have the parameters mapped out ahead of you. Think of it as being nautical navigational charts for ol’ time sailors… or something like that. The full article is available from our further reading page on the firedog site. {Not that we usually plug ourselves as being thought leaders, or that this entire blog is actually geared to make us successful, rich and ultimately attractive human beings. Perish the thought.}

2 Responses to There’s nothing quite like good briefs

1. David Cruickshank says:

   December 9, 2005 at 11:22 am

   When we engage a creative team, it’s surprising how often we find that designers rush off a one or two-pager in an attempt to summarise the work we’ve discussed. This usually gives the impression that either they’re too busy to write a detailed brief or that they don’t fully understand what has been asked of them

   From a buyer’s perspective, a good detailed brief that’s agreed up-front fosters confidence in the relationship which ultimately improves the relationship.

   Reply
2. Nathan Gainford says:

   December 16, 2005 at 6:01 pm

   It is important to distill a client brief into a creative brief, and prioritise the information. Any communication brief needs to answer the core questions;
   why, to who, the single

   Reply