Sep 01 2010
Some agencies like to receive a brief that gives a steer as to the feeling, tone and style of a creative project. Others are far more concerned with the minutiae. And some prefer to write their own briefs based on a consultation with the client.
There is no right and wrong way to draw up a brief, save for the fact that good briefs will provide clear and detailed guidance to an agency, and in doing so produce good results. Bad briefs will do the reverse, wasting time and money and no doubt fraying nerves and tempers to varying degrees.