Creatives & strategists - what are key components of the best creative briefs you’ve seen? What do you feel is usually missing in ad briefs? Like for instance, I feel many lack references to the brand or brand truth.

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A clear line of logic that leads to what a creative needs to make.

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A clear thought without the flowery unnecessary bs language. Keep it simple. Us planners tend to over-intellectualize everything and end up landing on a bland statement wrapped in pithy language.

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A clear strategic briefing, which is one insightful sentence to ideate on. Most briefings nowadays are just information dumps.

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A lot of bad briefs lack an honest assessment of what makes the brand unique or distinct from competitors, and a strategy for overcoming that lack of differentiation. For example, I once worked freelance on a credit card account for one agency, then about six months later got another gig for a different card with similar attributes at another agency.

The briefs were practically identical- to the point where if I had wanted to, I could have just changed the names and logos on my previous work and just presented it as new stuff to the new agency. (I didn’t, but I could have)

If the product or service is marginally the same as the competition, it really helps to know how the clients see the brand standing out - what do they do better than anyone else? What makes them special despite the similarities?

A depressing number of clients, and agency strategists on top of them, have zero idea how to articulate that clearly and concisely in a brief.

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Sure, just tell me where to apply, lol

I get a lot of briefs with tons of information. And about three things that could be the thing I’m trying to say. If it’s not crystal clear what we’re meant to do, we’re spending our time figuring that out instead of figuring out how to do it.

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