Anyone have good templates and advice for creating tight briefs? I'm trying to improve the briefs where I'm at but as a creative I've never made one, yet want to offer expert tips so eventually I start getting what I need.

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write it in a way you would like to receive it. writing a brief should be a piece of cake because you’re usually at the receiving end

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Buy one size smaller than you usually wear.

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;) - ok, for real, though, less is more. The more the planners/strategists overthink it, the more cluttered it gets and you wind up either having to ignore huge sections of the brief anyway, or redoing things because the brief has gotten too far away from what the client wants/needs. Briefs should be simple - what’s the problem that needs solving, what are the tools available to solve it (i.e., what media and what budget) everything else is either people trying to be helpful, or trying to justify their job title by trying to do some of the solving for you - but the thing they don’t get is that a brief isn’t supposed to contain the solution - it’s job is to outline the problem - and then it’s YOUR job to figure it out. So all the extraneous stuff, like the research, the thought starters, all of that is just filler and not important. At best, it’s appendix-type stuff. The brief itself should be short, to the point, and tell you what needs to get done - not how to do it.

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Here’s the problem though. Writing the brief isn’t your job. You really don’t want to copysplain this to the people whose jobs are to. You gotta understand that the brief isn’t just for you, it’s also for the client. If you are having trouble with getting the needed info from the briefs then you need to work closer with the strategist/AE/etc. so they will help you get from it what you need. You must hate it when non creatives try to tell you how todo your job correctly. Think about that before you try showing others how to do their job better.

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Yeah for real you guys are awesome! Thank you!

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Haaaa ACD1 knew that joke was coming. Also help?

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Try to keep it to one page. No creative wants a 3 page document they have to reference. And try to boil it down to what are we doing, what is the strategy for getting there and what is the one thing we need to communicate. After that it’s just support points for why someone would believe you.

In the end- A brief is only as good as the Acct lead and strategist (if you have one) writing it.

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Actual insightful info. Thank ya ACDs!

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