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Which of these situations is your agency’s? 1. Creative brief is filled out by client services and approved by strategy 2. Creative brief is filled out by strategy and approved by client services

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There should be two separate briefs. Call it whatever you like, but one should be the clients’ to the agency, and one should be the agencies brief to the creative team. Typically the strategy team works with account to develop the creative brief for the team. Each agency is different though.

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3. What’s a creative brief?

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Neither. Client completes an assignment brief for every assignment. Agency determines whether a creative brief is needed. If so, strategy creates and works with creative for sign-off. Then it's shared with client.

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Similar here as well.

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3. What’s a brief?

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3. No brief. If there is, it’s usually not a brief as much as a strategist’s attempt to come up with a campaign. And it never gets pre-approved by the client or anyone else really.

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Yikes

Creative briefs are written by creatives who share to strategists who barely tweak and take credit for it.

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My CD usually signs off on the brief the strategists writes. Not sure how involved they are in writing it though.

#3 No brief, just an email saying client needs this ASAP. Will have signed brief later.

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2

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Situation 1 when strategy is packed and can’t take any more jobs. Situation 2 when we have capability to take more jobs or when the project has a degree of complication that deserves it. With the slight difference that CS reviews the final product but don’t have the power to disapprove it if strategy thinks it’s the right way.

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It has taken several workshops and rounds to train them properly. Also I had to rework the format a couple of times to make it simpler for them to complete and simpler for creative to understand. Nowadays we are doing better, CS puts more effort into the creative brief writting process because they know that if it’s not approved by strategy, their jobs will be put at the end of the line in terms of priority when booking creatives with traffic.

2) most of the time 1) for very executional things eg change orders.

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It’s usually 1 but never works so... jajajaaj

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#2

2

1 but then strategy comes in and rewrites the whole thing, making the time the account team spent on it a total waste. Every agency I’ve ever worked at before was 2.

I would never let client services have final approval on a creative brief. Their feedback is welcome of course but approval - no.

Creative brief is filled out by account services and is not shown to strategy until the kickoff 😑

Depends on if it’s a campaign brief or complex project brief strat will take it on. If it’s a simple project brief, I ask account do it

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