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...