A creative network of the idea, by the idea, for the idea

Tuesday, April 28, 2009

The perfect brief.

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.


  1. This post should be distributed to EVERY planner that touches a Brief! After all, they are meant to be inspiring and most that come our way are confusing and complex.

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