Nope, not talking about going commando. Saw this excellent piece of advice in Marketing Week yesterday:
"The brief is the most important piece of information issued by a client to an agency.It's from this that everything else flows, so it's vital that every effort is taken to prepare the best documentation of what is required. Creative thinkers need the tightest parameters to produce the most inventive response."
Scott Knox, Marketing Communication Consultants Association
There aren't many excuses for not bothering to write a brief. If there's time to reject first concepts and drafts, there's always time to write a brief. Here's a few brief tales from both sides of the divide.
It's a rush job
During a stint in an agency I was given a rush job - 2 days to come up with concepts and 1st draft copy for a mail pack.
The AM (Agency Muppet, otherwise known as the Account Manager if they're any good) met with the client for a half hour meeting. He fed this back to me in 2 minutes and gave me his extensive notes, which nearly filled the post-it. He rejected 1st concepts without going back to the client because:
- "Oh yeah, there's no budget for photography."
- "Actually, I now remember that they specifically didn't want to say that."
- "Or that."
Chinese whispers
Freelancing often throws up some odd situations. Last year I worked on a letter for a copywriting agency who were working for a design agency who had been appointed by the client.
The client met with the design agency and briefed verbally. Probably over a nice cup of tea and some biscuits. The design agency then passed the materials provided by the client to the copywriting agency with some basic instructions. The copywriting agency forwarded what they had to me. The first draft of the four page letter I wrote was rejected outright as the client said "it didn't meet the brief". It became a rush job.
If only the brief had been an actual piece of paper that you could hold in your hands and share. Written communication is what separates mankind from the animals. Still, it was only the big Christmas campaign for a charity so it wasn't like it was important.
Make 'em earn it!
I swear this is true.
Working in a marketing department some years ago I stated my intention to write a brief for a project to my manager. Her commercially retarded response still makes me twitch, "No, make them (the agency) earn their money." Hmm, imagine having a builder start work without plans, would you get your money's worth?
No surprise, the job fell in a vat of poo and started running up chargeable re-work fees. And there's my final lesson - no brief, no guarantees.
Conclusion
If you're in a hurry - write a brief.
If don't' want to be disappointed - write a brief.
If you don't want to pay for extra work - write a brief.
If you need a bit of help with your briefs (chuckle), have a look at the Chartered Institute of Marketing's guide here.
