On the necessity of briefs, client briefs, and creative briefs

21 Mar

This is a great blog to follow by a fellow advertising professional here in Amsterdam. I haven’t met this person yet but hope to soon as I highly appreciate and applaud these blog posts.

canalside view

General-Bosquet-giving-orders-001

“Every order which can be misunderstood will be misunderstood”

Jacob Meckel, 1877

Briefing is difficult to do well and has a major impact, for it essentially determines how people are going to spend their time and what outcomes they are going to try and achieve. Few things could be more important for any business. In view of its importance and difficulty, it is remarkable that it is little taught.”

Lesson: Demand great client briefs.

Briefing is radical in the way in which it unifies effort. The effort is directed towards a desired outcome – everybody has an ultimate goal which is defined in terms of the state of affairs to be attained in the world.”

Lesson: Great client briefs define outcomes, not means.

In the backbrief three things happen. The first obvious thing is that the unit being briefed checks its understanding of the direction it has received or worked out…

View original post 130 more words

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