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Hi Fishes,
Please help me with below queries :-
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To me there’s a real distinction between “the client already knows what they want. Just rewrite it in brief format for the creatives,” and “this is a real brief meant to inspire.” I’ve been asked to do both depending on the agency and the client. The first takes like 2 hours. The second takes days.
+1
At minimum, for a even halfway decent brief, I think we need at least a day to dive deep in the research, a day to hypothesize and synthesize, and a day to turn it all into an exciting brief (all full time days...not doing a bunch of meetings during the day and then getting to actually sit and think at night). And then the more time we get beyond those minimums, the better the research and synthesis and brief will be.
This isnt to say I cant turn around a brief quicker. But it wont be a great brief.
I can knock one out for you in about 15 minutes. How many do you want? I can give you a bulk deal, best price guaranteed.
If it’s coming off an established strategy, 5ish hours. If it’s something new, more.
Depends on the assignment and whether there's a master brand positioning/strategy already in place or not.
Something decent about 3 hours. I have wrote them in an hour when I had the insight right away.
Just to clarify, I am referring to writing the actual brief doc... the one page.
3-5 days
What about for an earned brief? No info or actual client brief other than an ask like “I want PR ideas for X holiday”
Then in addition to the usual SMIT, budget, brand guidelines etc., give yourself half a day to compile some inspirational ideas to share with creatives to give them a sense of the scope and impact you’re looking for.
3-6 hours. Depends on how clear the client brief is (and if we were able to input and make more clear) and how many design things and details I can borrow from prior decks.