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I love this question. It gives me hope that I’ll one day be on a team with leadership who asks themselves these questions.
The person writing the brief needs to thoroughly understand the workflow of the team they are writing the brief for. Most project managers do not know how to deliver a good brief because they’ve never done the jobs on the team they are managing.
Meetings which inform the client needs and the asks of the account team are seldom attended by anyone who will actually do they work. Executors need to be valued enough to listen in, or someone who’s had the job be in the position to advocate for the needs of the team expected to execute.
Too often the people invited to the kickoff do not know enough about how long things actually take or how to ask the right questions in order to properly outline the ask when briefing the executors and producers.
Chain of command and political hierarchy play too large of a role in who attends meetings.
A brief that puts people first. What would benefit people, not what will bring more sales. That starts with the notion of respect toward each others, not exploitation. When the focus is on people, it results in a good product which ultimately turns into revenue.
I LOVE a solid brief and kickoff! More of those plz!
An ideal brief would lay out a clear timeline (for concepting, production, and post production,) provide a complete list of deliverables, and list some insights/strat behind why we are doing this, who our target audience will be, and what our goals are for the project. All of this provided would be under the assumption that the client, PMs, creative leads and account are all aligned with the brief.
If some research and examples are also provided, I’d prob kiss them right then and there. Aka, what’s been working in the past, what hasn’t been working, examples of brands that are doing it well, examples of brands that missed the mark, thought starters, areas to explore...honestly anything that lets me know that there is some strategy focusing the work towards success.