Developing An Effective Creative Brief
Every year for the past thirty years Lexicon has received dozens of creative briefs usually prepared by a client, sometimes by the advertising agency. Most recently, “brand strategists” either inside or outside the client have been preparing them. No matter the source, they are usually not very good. What is most striking is that they all sound and look alike even across distinctly different categories. You have to wonder “Why?”
This piece is not a “how to” article. It has just a few observations that may help to improve the process.
Most clients have a standardized approach to writing the brief. These briefs have sections. “Brand vision”, “tone”, and “brand voice” are phrases we often see. Because they are so formulaic we often find these documents way too logical and static.
True, some look and sound impressive. The various sections are often filled with popular but generally meaningless expressions like “empowering”, “enabling” and most recently, “curating”. If you are on the creative side of this, it’s not very helpful. In fact, it is usually constraining. A brief should be a launch pad for discussion and thinking and investigation, and not a prescription.
So why are so many briefs prescriptive in nature?
It stems from an assumption that the creative process and creative people must be managed. You can’t really manage a creative process. You can lead it, encourage it, push it, even cajole it. Design your briefs with those ideas in mind and you'll be ahead of the game. Expecting a brief to manage a process is both wishful and naïve.
Since it’s called a “creative brief”, why not involve creative people to help write it? Start with a blank sheet of paper and just start talking. Forget about filling out a form. Write it as a story. Together. Keep it open. Let it evolve.
Not only will the end product be better – much better – but an essential ingredient of innovation and breakthrough creativity will be created. That ingredient is trust. Trust engaging your creative resources rather than taking sole responsibility for creating the brief next time.
Chances are you’ll be delighted – and rewarded – with the results.
—David Placek, Founder and Founder