Briefing leads to better work and makes remuneration fairer 

Without a written brief the work can be creatively brilliant and extremely effective in working against the wrong objectives. Even if the aim has been verbally expressed, agreement in writing is essential to have shared clarity of purpose.

No-one wants to waste time and money, but often the partners’ time is viewed as more expendable than yours. Efficiency all round is only achieved by clear aims and focus of effort. The view that not writing a brief is faster, assumes that faster to the first presentation of an idea is the aim, rather than faster to agreed work. We need to take into account that most ideas presented are not agreed the first time. So saving time in the short term is often a false economy.

Written briefs act as a form of contract between parties. They lay out what the delivering party is expected to deliver in a measurable way. Without mutually agreed objectives, the partner’s work can only be evaluated subjectively, leading to dissatisfaction.

  1. Be clear about what indicates performance
  2. Provide the information necessary to complete the task

The briefing format

  • Where are we now?
  • Where do we want to be?
  • What are we doing to get there?
  • Who do we need to talk to?
  • How will we know when we have arrived?