A good brief gets better results. For us, achieving real results means our marketing projects must show a good return on your investment and clearly demonstrate their contribution in achieving your business objectives. The creative brief that clearly articulates those objectives serves as an anchor for both the you and your agency team: if we aren’t clear what they are, how do we know when the project’s finished or if it’s been successful?
The whole process will be much shorter and more rewarding. Ambiguous goals and unclear objectives coupled with vague statements like, “this needs to have a real wow factor,” are a fact of life for creative professionals. But working on the brief together with clients forces any clarity issues upstream where they can be addressed effectively, reducing the chances of an agency misinterpreting or misunderstanding unclear instructions and clients becoming frustrated.
When creative is produced with the objectives front of mind, defending aesthetic choices becomes simple. Suggesting to the CEO that the font he likes better is not consistent with what appeals to the target audience brings the discussion back around to what is important: creative communications that are consistent with your business objectives. The briefing process is as much about anticipating obstacles as it is about understanding and aligning objectives. Better to get clarification during the briefing phase than when we’re in the middle of presenting to the board.
The end product will be much more effective. Success is a direct result of setting clear objectives, time frames and expectations up front. The good news is that you don’t have to do this on your own – talking to your creative agency, (Guerilla of course) before or while you’re writing the brief, can help to bring objectivity and clarity to the brief writing process. It’s worth a discussion, time spent on a well thought out brief is an investment paying handsome dividends to all parties involved: a more streamlined process that saves time and money, achieving a better quality of output and, ultimately, increasing trust and understanding between agency and client – and isn’t that what we all want?