It’s called a brief, so let’s keep it that way.

mens-underwearOkay people, let’s get down to business here. How many of you have written creative briefs for your agency that included page-upon-page of research, data, analysis and much more? I’m assuming most of you. Now, this is NOT a bad thing. In fact, it’s a GREAT thing to provide. So we applaud you for overdelivering on the background info we might need.

BUT… when it comes down to the heart of what you want the agency to deliver for you creatively, it’s best to keep it short and sweet. The immersion is the key area where we intend to learn anything and everything about your brand, business, category and consumer. This is where the data-dump should take place.

Whereas the actual initiative we are working on should be able to be interpreted in one-page or less. References to examples that you’d consider benchmarks are always a plus.

If you do this and hear crickets, then the agency just doesn’t get it and maybe the long-form is necessary. However, more times than not, the agency will appreciate the synthesis of your objectives, and be able to move ahead much more efficiently with the task at hand.

So the next time you’re getting ready to pull the trigger on that brief, try and remember this tip. It will save you time on both ends.

Thanks for reading, and let usĀ know if this was helpful, or if you need help crafting that brief.