Creative Briefs Should Be... Brief
| posted by David SherwinA brief is digested, in all senses of the word -- a condensation of thought that indicates a clear strategic direction. Killer creative thinking comes from focus. You need a bull's eye to aim at, not a dartboard.
In my experience, there is an inverse correlation between the length of a creative brief and the quality of thought that goes into it. I have fond memories, as I'm sure we all do, of reviewing a brief in abject fear, realizing that the client is requesting work that communicates three or four different ideas within one piece. Many of them can be contradictory.
This is when you need to work with your client to narrow their strategy to the right key message -- one that is easily communicated and makes sound business sense.
See full post here: http://changeorder.typepad.com/weblog/2008/02/a-creative-brie.html
