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We have a few tips for you.


Say we’re a client. After deciding to place your precious digital assets into the hands of a Digital agency, we’re handed a Client Brief. A rather dull-looking questionnaire that we need to fill in with information that we’ve thought about, dreamed about but haven’t necessarily put to paper, ever. This brief sets things into motion and gives the agency a handle on what we the client think of our brand.

The purpose of a Client Brief is essentially to capture the creative or strategic requirement of the Client and while doing so tactfully remove the vague and ambiguous information that may mislead the creative thought process to follow.

GIGO (Garbage In, Garbage Out) in Creative Outcomes.

Incorrect, poor-quality input will produce faulty output. Every time.

No one values a Client Brief more than the creative department of an agency. This is where the problem exists.

If the Client doesn’t know that every single word he jots down in the brief impacts the final creative output heavily, filling out the brief will never top his list of priorities.,

This is how a Good Brief ensures consistent success for both Client and Agency.


Why should a client like you value a brief?

A good brief is not the longest or most detailed, it’s the one whose clarity and focus creates the platform for constructive brainstorming, insightful strategy and an effective solution.

TIP- Written brief is 100% retention versus memory that fades quickly with time. Fill it yourself and double check with the agency by mailing it to them.

Decoding the Brief for Clients

Let’s look at a generic Brief format used by Digital Agencies.

Key Communication Objective: A big objective is a SINGLE CLEAR MESSAGE. IT CAN NEVER BE TWO. It is “THE ULTIMATE ONE”. (What is the single most important message to say?)

Secondary Objective: These messages compliment, support or stand alone from the single big message. It is important to know their priority if they are more than two.

Target Audience: Who are we addressing? Why is he the one? Selection is mostly done on parameters like geographic location, age, gender, socio economic status, hobbies and media consumption habits etc.

Earlier Communication: Previous ads, campaigns, strategies are the greatest help. They help the agency to create a consistent and congruent communication – also acting as a reference to your creative likings or quantifying creative campaign’s success.

Size/Detail/Logo/Company Formats: Proving the design mandates to the agency ensures they won’t miss your vital information like company address, logo placement and templates. Always provide the quantity and size of the creative deliverables, High Resolution Logo files, fonts and the format the company follows.

Brief as if you are briefing the Creative Team: Every word conveyed to the creative team will have a reflection on the final art work. Prepare a flow of information, what will come first, what will come next, an information given in a proper order is easily understood. Flow charts are a great way to help yourself streamline the information.

Often while filling a creative brief, clients bump into eye opening revelations about their own requirements. A Brief is not just a dormant piece of information, it’s a blueprint for a dynamic process involving creativity, logic and strategy and elaborately laid down expectations. Any time put into making it richer is well paid off when the campaign rolls out.