Best practice: Briefing creative agencies

This best practice piece on briefing agencies covers the rise in importance of the account planner and the belief that agencies do not trust clients to provide a fully crafted creative brief.

Best Practice

Briefing creative agencies

Roderick White

Firstly, it is important to note that there is little published material to help advertisers brief agencies, and briefing media agencies is rather different, though much of the required information is common to both types of agency.

Advertisers brief agencies to obtain creative solutions to communication problems. How the agency arrives at the solution is not important to them, but a better understanding of what agencies are looking for could improve the quality of the briefs.

Creative agencies have equivocal attitudes towards advertisers' briefs. They want to be informed, guided and challenged ...

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