I've been thinking about writing this post for a long time. But it never quite materialize in my head. Its difficult because a brief is a interesting instrument. Most people agree on having one but few people know how build it properly.
The Planning Lab blog has put together a review of 4 briefs. From Saatchi and Saatchi, Falon, BBH and CP+B.
This is a summary of his comments:
Pros: Good amount of elements. Requires structured thinking.
Cons: One simple proposition might not always be the solution.Verdict: My favourite brief for standard projects. Gets the job done. 7/10.
Pros: Openess allows for flexibility and creativity.
Cons: Quality will depend solely on who writes the brief.
Verdict: Will only be better than your standard brief template when there’s a sharp mind behind the pen, and it will not work when you have a hangover. 6.5/10
Pros: Focus on the task rather than the message allows for creative flexibility.
Cons: No focus on HOW the communication should be to be effective allows for free interpretation of how a problem can be solved.
Verdict: A modern creative brief template that covers most areas while still allowing for creativity, but not that inspiring to be honest. 8/10.
Pros: Puts pressure on planner to deliver psychological insights and on CD to deliver a workable concept.
Cons: Less creative freedom for creative teams in terms of creating a big idea themselves.
Verdict: Phenomenal, I love it. 9.5/10.