There are no great briefs, only great ads.
There are no great briefs, but there are la lot of bad ones.
A good brief is probably about as good as a brief gets.
(L. Butterfield, Excellence in Advertising, 1997)
There are no great briefs, just great ideas – as much of our work is not limited to traditional ads any more. Have you ever heard anyone outside of advertising discuss the potential insight or message behind a campaign? No – this doesn’t happen – planners are not rock stars and often don’t get the credit they deserve.
Planners play a vital role in the creative process. Creatives look to the brief to provide them with a clear understanding of the business situation and the challenge that needs to be solved. If creatives are unable to do so, they can come up with nice creative ideas – but won’t be able to deliver the solution the client needs. So the question is - what makes a good brief?