Blog.

Creating a good brief is what enables you to receive good work. Unfortunately, unless people are as smart as you are, and opt into lists like this one, they learn how to brief creatives by trial and error. I want you to understand it from the get-go. 1. Understand the reason and purpose of the job. There's nothing quite as bad as getting a brief and not understanding why the brief was created. A great example was a web page I was instructed to (re) write that shouldn't have existed. The briefing business just wanted the message to fit. What it hadn't done was ask, "is this necessary?", or "we want to talk about our history...