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So…to share or not share a creative brief with a client? What does your agency do?

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Clients sign off the strategy. I don’t share the actual creative brief because I write that in plain English which would offend client’s corporate sensitivities.

likefunny

Past agencies, yes absolutely. Clients sign off on brief to initiate work. Current agency has mostly government clients and they tend to be a bit more sensitive/political. We typically have a client-facing brief and an internal-facing brief so all parties have what they need. The crucial elements are included in both, but positioned for the needs of each stakeholder group.

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Our clients sign off on our creative briefs. Didn't even realize this was unusual.

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I don’t know if I would say it is unusual. Have had it both ways throughout my career and tend to believe that most clients want a project brief. Most don’t get creative language, think about the true dark side of their business problem, and tend to think insight is a data point. Milquetoast briefs, usually lead to….

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In my experience this is HIGHLY contingent on who the client is. Some of them get it -- they know what a creative brief is and how it differs from their own brief. But others are so thrown by it, they insist on including tons of lingo and quadrupling the key message, etc. etc. So I pick and choose who will approve what. Of course, if it's a major campaign, that has to be approved, but if that's the case, the brief *must* be presented and not emailed.

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My call. I share it when I think it will help us get to better work. I don’t share it when I think that will help us get to better work.

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