a presentation to find a better way of briefing in the wide digital arena.

1. SCREW BRIEFING!
agenda
Parts of briefing.
Interesting thing about briefing.
What IS the problem with briefing?
Briefing loves & briefing hates.
What next.

2. M
creative to clien
P
PM t team
to
clien to
t tea pr
am
m to og
crea ram
tive
te
ive me
M to c reat am rs
te
nt
P
nt
ie
c lie
cl
to
nt
c lie

3. AGREEING WHAT
WE do
doING WHAT
WE’VE AGREEd

4. AGREEING WHAT EE d:
WE ALL AdoGR
a re
pu
tat ion
VE
doING WHAT
d
W E’ k to
buil
AT
or
at w
H
WE’VE AGREEd
gre
W Cre
ate

5. i gn
d es
s
py ger
Co ana
nt m
Clie
g
P rogrammin
Productio
n
Pro
ject Interesting thing about briefing
Se man We choose to meet in interesting places seven dials 1872
U arch age
rs
sa te
Interesting thing about briefing bi ch
Brings different people together lit ni
y cia
ns
Interesting thing about briefing
It’s up to us to define the emotional Interesting thing about briefing
and phyisical spaces we meet up in We get forced to meet in uninspiring conditions boardroom 2006

6. most enjoyable part of briefing

7. the easiest most enjoyable

8. What’s the easiest part of writing a creative brief

9. What makes it easy to work with a brief

10. What causes the most headaches writing a creative brief

11. What makes it difficult to work with a brief

12. What’s the hardest part of briefing

13. hardest part of being briefed

14. “The formulation of a problem
is often more essential than
its solution.”
The problem with briefing

15. Audience as a human INSERT INFO HERE
Audience as a profession INSERT INFO HERE
Company, service or product INSERT INFO HERE
Marketplace INSERT INFO HERE
Company objectives INSERT INFO HERE
Competition landscape INSERT INFO HERE
AN EDUCATED DECISION
whatever route
Unclear brief
GUESS? GET?
Unclear idea
Unclear execution
cre Medio

16. The briefs are not
the problem
Behavioural change, not a change of template
It’s not about
the template
It’s about the
journey
Client need Final work
The problem with briefing
we see it as a handover

17. It’s not a handover
or a race
It’s a journey
and an exploration
together
and we’re all in it
Client Client team Creative
The problem with briefing

18. IDEA DOING
IT
INFORMATION
INSIGHT
The problem with briefing

19. IDEA DOING
IT
INFORMATION
INSIGHT
IDE
AL
WO
RL
D
The problem with briefing

20. IDEA DOING
IT
INFORMATION
INSIGHT
RE
AL
WO
RL
D
The problem with briefing

21. IDEA DOING
IT
INFORMATION
INSIGHT
NE
W
WO
RL
D
The problem with briefing

22. kEY MESSAGE
IDEA FULLY IDEA FULLY IDEA FULLY
DESIGNED DESIGNED DESIGNED
IDEA
pROGRESSED
better exp
kEY MESSAGE kEY MESSAGE kEY MESSAGE
loration to
get her
AUDIENCE IDEA SCRIbbLE IDEA SCRIbbLE IDEA SCRIbbLE
The problem with briefing
more effective idea finding
IDEA
pROGRESSED
better focus on execution
AUDIENCE

23. Client teams are the only But we need to collaborate Creative teams need to:
ones that can: with each other to deliver:
• Question the client and change • Required emotional response • If we’re involved in briefing
expectations (insight) rush to the brief not rush to
the idea
• Define the strategy • Required rational response
(info/insight) • Understand our role in the
• Supply the background info ‘team’ when it comes to
(what the client does, what • Required technical response definining the brief
the product/service is) (info/behavioral insight)
• Technical info (what the • A richer understanding of the
requirements are) target (insight)
• Objective info (business and • A richer understanding of the
project – what the problems marketplace (insight)
are)
• Possible key emotional
• Brand info (what the brand benefits (insight)
and what that means to their
behavoiur) • A selection of propositions
(creative thinking)
• When we review creative ideas
look for reasons why we can
make things work rather than
look for reasons to push them
off the table.

24. CLIENT TEAM CLIENT TEAM CLIENT TEAM CREATIVE TEAM
CREATIVE TEAM CLIENT
Technical details of Work together to find Share directions Work on execution
the job; variety of messages/ on variety of of routes.
stories. messages/stories
ie: what the product and agree 1 route Give justification for
service is/how the (or 2 routes) to choices taken.
product service progress.
works.
NEED NEED NEED: NEED:
To get all the basic info to ensure we’re Understood process: Written doc on client feedback Executions based on agreed ideas
not going back to the client again and (issues with routes, not with client steering. Created as close
again in a disorganised manner. Client team discusses challenge with suggestions). to finshed work as reasonable.
creative lead.
‘BASICS’ brief written for Creative read and understand f ‘EXECUTED’ work presentation
creative team. Creative lead involves as many client feedback immediately. If
creatives as poss for a short amount of considered worth argueing then
time in brainstorming. reasons given to client team
instantly to reason with client.
Outcome shared with client team at
end of brainstorm. ‘STEERING’ doc created with
client issues
‘IDEAS’ presentation created for
client.
TIME SAVEd FRoM TIME SAVEd FRoM INTESIVE WASTE SAVEd FRoM NoT TIME SAVING ANd BETTER
STRUGGLING To FINd BURST oF BRAINSToRM EXECUTING IdEAS To WoRK PRodUCEd
PRoPoSITIoNS ENERGY THRoW AWAY
FRUSTRATIoN SAVING FRoM FRUSTRATIoN SAVING
UN-PRoGRESSEd IdEAS FRoM CLIENT

25. oVER To YoU...