The document discusses the importance of creative briefs for guiding creative work. It notes that clients engage agencies to take their business somewhere and creative briefs provide directions for how to get there. A good brief gives a clear sense of the destination and guides the agency without leaving them guessing or at risk of missing the mark. It should include key information like the problem to solve, target audience, goals, and proof for why the audience should believe the message. Starting every project with a well-prepared brief leads to better work that wow's clients and guarantees future business.

1. Why creative
briefs matter

2. THE CLIENT
PROBLEM
THE BEST
POSSIBLE
ANSWER

3. THE CLIENT
PROBLEM
THE BEST
POSSIBLE
ANSWER
THE
BRIEF

4. The best
brief ever?

5. The
creative
brief
The most
important
piece of
paper in our
business
(Yep, even moreso
than an invoice)

6. Drive
sales
Create
a buzz
Generate
leads
And so on…
Launch
products
Change
perceptions
Think about why clients engage us?

7. Think about why clients engage us

8. Think about why clients engage us
Ultimately they want us to
take their business somewhere

9. The brief
Gives us a clear sense
of where that place is
Provides directions to
guide us
So we can work out the
best way of getting there

10. The brief
Without it we’re…
Second guessing

11. The brief
Without it we’re…
Second guessing
Working in the dark
Risk getting lost along the way
And likely to miss the mark

12. The
client
brief
The
creative
brief7

13. The
client
brief
From
non-existent
to war &
peace
The level
playing
field they
give every
agency
The wood,
the trees,
the leaves

14. The
client
brief

15. The
client
brief
Insight

18. The
creative
brief

19. Think
&Inspiration
Direction

20. The client: Pope Julius II
The agency: Michealangelo
The project: Sistine Chapel
Source: How to plan advertising –
The Blue Book APG

21. Brief 1: Please paint the ceiling

22. Brief 1: Please paint the ceiling
Brief 2: Please paint the ceiling using red,
green and yellow

23. Brief 1: Please paint the ceiling
Brief 2: Please paint the ceiling using red,
green and yellow
Brief 3: We’ve got terrible problems with cracks
in the ceiling. Could you cover it up for us?

24. Brief 1: Please paint the ceiling
Brief 2: Please paint the ceiling using red,
green and yellow
Brief 3: We’ve got terrible problems with cracks
in the ceiling. Could you cover it up for us?
Brief 4: Please paint biblical scenes on the
ceiling, incorporating some or all of the
following: God, Adam, cupids, devils and saints
rk

25. Or…
Brief:
Please paint our ceiling for the greater
glory of God and as an inspiration and
lesson to his people.

26. No brief,
no excuses
I didn’t have time to
write the brief…
This won’t be the most
interesting brief you’ve
ever had…
Sorry it’s 12 pages long…

28. Every creative brief is an opportunity
to do something great

29. Which
means?
Client: Wow-ed
Wins their trust
Next brief guaranteed
Likely to recommend us
Accolades/Awards
(for them and us)

30. Which
means?
You: Feel great

31. The big
things
So where do you start?
The where
The problem
we’re trying
to solve
aka. Our
destination

32. The big
things
The who
Know the
audience
intimately
Who are we
talking to
What’s
stopping them
doing what
we’d like
What do we
know about
them
What do we
want them
to think, feel
and do

33. The big
things
The what
Think like an
onion peeler
What’s
the most
important
thing to tell
them

34. The big
things
The why
Do you personally
believe them?
The reasons
they should
believe us
(the proof)

35. The big
things
The house-
keeping
Account lead Job number
Client lead Key dates

36. The creative brief
Supplementary
information

37. How to
prepare
Read Ask Prod

38. And let’s
make a pact
Written creative brief everytime
Circulated 24 hours in advance
And read
Face-to-face briefing involving the
full team – right from the start
Use the creative brief as our
reference point there on in

39. And there’s
more…
Think about hosting the
briefing out of the office

40. Garbage in…

41. Start with nothing
and you get anything.
So let’s start with
something and
who knows where
it’ll take us…
www.earnest-agency.com
@earnestagency