What is a brief?
A client brief is like an algorithm—it outlines the steps to solve a problem and achieve the desired result. Like coding, brief writing follows a structure and rules to ensure it's understood and functions correctly. For creatives and agencies, a brief is the north star, it works on the principle of rubbish in - rubbish out, so the better the brief, the better the outcome!
Why briefs matter?
Two years ago, a study involving 1,700 marketers and agencies across 70 markets deciphered that 33% of every marketing budget is wasted on bad briefs. In a world awash with misinformation and AI slop, it's more important than ever to #bemorecreative. Upping your creative game from mediocre to great increases your results x 2.5*. Great creativity begins with a brilliant brief.
*source: WARC Strategy - the Marketers Toolkit 2025 Webinar
"Writing a brief is an art form. Briefs spark creativity - they are the launchpad for great campaigns".
Sarah Hedges - Founder, PlatformAlt5
Debugging a brief - 7 fatal errors
1. Locking onto the wrong challenge or opportunity
2. Disconnected to organisation goals
3. Created in a vacuum, written for executives (not creatives)
4. Writing war and peace
5. Loaded with marketing jargon
6. Deploying the first version
7. Unspecified success metrics
Why is brief writing tricky?
Not all marketers are trained or have experience writing briefs; they may not have skills in writing or planning. Brief writing is like a muscle, the more you use it the stronger it gets.
If you've ever watched Grand Designs, you'll be familiar with the highs and lows of novice builders. Unrealistic budgets, inexperienced team, lack of planning and expertise results in long delays and blown budgets. Once your home is built… it's too late if you don't like the style or the layout - the money's gone. Brilliant briefs also require pre-planning, preparation is key.
The audience for briefs
A client brief is for agencies and consultants. A big part of the brief is for creatives. This is called the creative brief. One of the biggest mistakes brief writers make… is writing war and peace for the wrong audience. A brief written for your leadership team won't inspire your creative team.
A planner, strategist, or project leader within an agency normally has to rewrite the creative brief to resonate with the creative team.
Not supplying key information upfront wastes time and budget.
Bonus tips
Clients who write brilliant briefs are incredible to work with.
Use the RACI model to agree on roles and responsibilities upfront. Who is responsible and accountable, and who needs to be consulted and kept informed?
With this in mind, we're on a mission to give brands the tools they need to craft brilliant briefs.
"A brilliant brief is clear, concise, focused, actionable, and inspiring"
ChatGPT
The goal of a brief
The ultimate objective for writing a brief is to motive and inspire teams to be creative and make an impact for your brand.
Building blocks for your brief
We've covered what a brief is, why it matters, brief writing bloopers, audiences and shared tips for writing effective briefs.
Now let's look at the topics to cover when creating a game-changing client brief. I use up to four chapters and begin by shining a light on your ideal customer. Why? Organisations that put their customers at the heart of their business outperform those that don't!
1.0 About you
1.1 Your contact details
1.2 Your Business or brand details
1.3 The Industries your business or brand operates in
1.4 Brief description 'what is it about'
2.0 Your ideal customers
2.1 Your ideal customers
2.2 Key messages (no more than three) highlight the most important one (single-minded Proposition 'SMP')
2.3 What do you want your ideal customer to do as a result of your key message (call to action 'CTA')
2.4 Your competitors
3.0 The brief
3.1 The problem (or opportunity) to be solved
3.2 Topline deliverables
3.3 Key consumer insight (written through the eyes of your ideal customer)
3.4 Goals and objectives
3.5 Creative inspiration (your likes and dislikes)
4.0 Your requirements
4.1 Budget
4.2 Deliverable specifications
4.3 Brand and editorial guidelines plus assets
4.4 Project timings
4.5 Approval process (include key stakeholders)
4.6 Success metrics (how will this be measured)
The secret to success
While briefs come in various formats, the formula to make a bad brief better remains the same. The secret lies in what you write as the catalyst for creativity. Great briefs align goals, inspire teams and optimise outcomes through clear, concise and actionable guidance
Our new BriefBrain™ application takes the faff out of writing a brilliant brief, saving you time and money.
Apply to try BriefBrain™ for free as part of our beta test between Jan and March 2025.
