Creating the Brief

Campaign brief insights and guidance

Creating the Brief

James Hurman, Admap, March 2015

This article argues that agencies struggle to sell creative ideas because clients want and expect bland, regular advertising.

Joseph Clift, Event Reports, Cannes Lions, June 2014

This event report explains how Nokia, the mobile phone company, is partnering with creative agencies to 'crowdsource' content from creative people.

Molly Flatt, Admap, April 2014
This article discusses how social media briefs lead to social media strategies, arguing that a deeper analysis of the brief will lead to a better strategy. Success can be constrained by budgets, but this alone cannot be blamed for a lack of creativity.

Sheila Lucy Sasser, Scott Koslow and Mark Kilgour, Journal of Advertising Research, Vol. 53, No. 3, 2013
Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns.

Merry Baskin, Warc Best Practice, May 2013
This Warc Best Practice paper discusses how agencies can encourage clients to take ownership and engage in the creative process earlier through effective "tissue" meetings. Tissue meetings are sessions where a variety of different creative routes are presented to the client as ideas in progress.



The trouble with creatives

Negotiating creative identity in ad agencies


A step-by-step guide to briefing agencies

Practical tips, examples and recommended reading


Evaluating creative work

Avoid making a costly mistake in ad creative judgement