Click To Tweet Set goals What do you want the people who consume this content to do? A long list of mandatories: Do not create a tangled web of mandatories that almost write the ad itself. Almost certainly, too much. For a manufacturer who has over the years inspired brilliant work, with brilliant product, what happened?
Only then can we go on to ask: l How can you make sure the brief delivers what you want? Too many marketers have this backward, preferring to give freedom on strategy with various possible strategic options layered within the creative brief.
When I see marketers writing a big, wide brief with too many objectives, a vague target, and cluttered messaging, I wonder if you have unknowingly created too much strategic freedom. That being so, we have arrived at the role of the brief. It does not take much imagination to see that miscommunication here does more than just waste time.
If you want great work — and I know you do — give your agency the creative freedom they need. Follow up the brief with as much useful background information as you can. What have you found especially helpful? An ad based not simply on information, but on human insight and understanding.