For some it's the most important document in the agency, for others it's the most useless. Yes, it's the dreaded brief!
Is there a perfect briefing template? Well, it's being discussed here and here. What do you think?
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Briefs are so controversial. Having seen it from both sides - account handler and creative - it's really interesting.
When I was an account handler, I used to think that creatives would love an 'open' brief where their minds can go wild. Having seen it from the creative side, I have to admit I hate getting those briefs.
To me, a brief is a well thought out argument for a proposition. The proposition is clear, has evidence to back it up and is interesting. This involves a lot of thought on the A/H part, but it also means that the creative can dive right into how to communicate the proposition.
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