The Creative Brief: whose head must roll?

Are you starting on the wrong foot? The brief is not called an ‘instruction’, for good reason, and understanding the difference is the beginning of your journey to creative excellence.

Briefing correctly is a real skill and getting it wrong will wreck a project before it has even begun. The creative space is littered with failed projects but sadly, when this happens, we often see the axe fall on the wrong neck.

The first thing to understand is that there is not one but two briefs for every project…