One of the unquestioned truths of the advertising business is this; if you want to better understand what your target really wants, do the research. Observe them, talk with them and learn to interpret what they say and what they want.  Once you have this information, tailor your message so that it appeals to them.

So why not apply this approach to your brief? Who is the target of the brief? For whom is it written? Who does it seek to inform and inspire? The answer is clear; the Creatives.

If you want to write a better brief, sit down with the Creatives and ask them what they want, how they want it, when they want it and where they want it. If there is something that you don’t understand dig a little deeper. They themselves may not be totally clear so work with them to clarify all of the issues.

Write the brief to make it as user friendly as you can. The target will definitely be happier and the work will be better. And the whole process will be faster.

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