{ "media_type": "text", "post_content": "Who writes your briefs? Start or account?", "post_id": "5b5f5a81d245dc00187a0c51", "reply_count": 20, "vote_count": 2, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising", "feed_type": "crowd" }

Who writes your briefs? Start or account?

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Strategy writes it
Account ruins it
Creative ignores it

likefunny

The first round of creative writes it

likefunny

I work with my clients on their brief until we’re both happy with it. Then I work with my team until I’m happy with our brief. Then I work with my creative lead until we’re happy with our brief.

Then we brief.

Works every time

likehelpfulfunny

Account is responsible for getting an input brief. Strategy writes the creative brief and will work it with the most senior creative. Once they are happy Account will fill in some details eg timeline and then it is briefed in.

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Co-created, but account team usually places stakes in the ground first. Also, depends on what type of brief. Also, in my experience, prefer an ACD/CD/ECD is involved too to ensure creative buy-in before briefing the internal team.

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No one :(

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Unless you’re working with shit creative leaders, the most senior creative on the account is always part of the creative brief writing process. Only when they are happy with it, is the brief done. They have that power and that responsibility. I have seen CCOs chew out ECDs for approving briefs and then pretend they didn’t and complaining about it.

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Strat writes it based on client input brief. Account goes back to client to try and clarify what their ‘brief’ really is. Both do their best to create some assemblage that is actually achievable within the constraints. Creative is looped in on the MVB (minimum viable brief), which is then tightened for language and any additional clarity prior to taking teams through

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The client.

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Strategy

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Project management with input from account, all depts weigh in (creative, tech, etc) before kickoff

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Creatives.

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Strat, account and creative generally write briefs.

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I follow the same process as Strategy Director 1. I find it works great for generating ideas, troubleshooting confusing areas ahead of time, and getting buy in.

If I'm working with another strategist, our first step is to align as a team before presenting it to anyone else. If I'm working on a POV or a larger brief, there's a final round of review with relevant team leads.

What account supervisor 1 says. It should be a joint effort - account starts it and strategy perfects it. CD makes it even better. Then the client sees it then we kick off.

Project manager

What McCann 1 said.

Creatives once they realise the planner is churning out the same ‘humanised’ brand insight and the account manager has crammed a client email into it

Coming from a place that strat wrote them, they were almost always identical. But had some substance to them. New place has acct write them and boy are they weak

The data writes the brief.

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