Creatives - if you’re new to a brand/project, what info do you want to see in a briefing? I’d love a list please.

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Any previous examples that should be taken into account /style guidelines.

but honestly, can we just keep it really short and stick to need to knows? Most briefings tend to run unnecessarily long and include things that are irrelevant - which makes it harder to sift through the important stuff

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@SAD2 Yes! And no more using memes as strategy in KOs.

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NO CREATIVE IDEAS. We’ll do that, thanks. All we need is an insight and what the deliverables and timeline are.

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Haha right. Thank you

What’s the tone? What will the client go for? What are areas you’re pushing the client on?

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The single minded proposition. Emphasis on single minded. It’s shocking how often this is not in a brief.

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The org chart of the client + their approval process

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What problem do they want the creatives to solve + all brand guidelines / assets

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What do the acronyms stand for, and spelling out any other client/brand shorthand

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Right. I guess my real question is - aside from the brief fundamentals (challenge/ insight/ strategy), what else should a creative briefing include?

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