Research shows creative agencies think most briefs lack focus, clarity and inspiration. 78% of marketeers think the briefs they give provide clear strategic direction, but only 5% of creative agencies agree!
When thinking about a brief, it’s important to bear the following in mind:
These are often overlooked in briefs. Spend time thinking about the changes you will have caused due to the project you will be delivering.
Bring to life the world of your target customers. Tell the agency both the good and bad about their experience with you, beyond just the data or their rational needs.
Show them your energy and passion. Tell them what great looks like in your eyes, which brands do you admire and why.
The briefing process shouldn’t be transactional. Invest time in each other, to get to know each other. Don’t be shy when outlining the constraints that exist around your project- it’ll lead to great work.
We’ve invited our agency Founders to help you create briefs that genuinely inform and inspire.Below are some of our agency Founders talking about what makes a brilliant brief in their area of expertise, along with an example you can download and use as a blue-print yourself.
Andy Kelly, Co-Founder at The Bang has spoken to us about the value of having a clear problem statement and why it's OK to not be sure what deliverables you want.
Kath Blackham, CEO at Versa "being transparent about the budget produces more thoughtful creative solutions".
Matthew Craig, Director at Mindarc "be clear on your requirements but leave room for our creativity".
Rosie Baker, Founder at Living Proof "be conversational and embrace co-creation".
Need some help shaping a brilliant brief for your business challenge? Schedule a 15 minute call with the Studiospace team.
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