Johanna McDowell is the MD of Independent Agency Search and Selection Company (IAS) answers some question about writing a brief and without it, explains why the advertiser is exposed.
Q: What are the reasons for not writing a brief?
Whilst most advertisers acknowledge the need to write a brief, there are still too many verbal-only briefs to agencies. The reasons given for not writing a brief often include:
“It’s a fast-track project”, “I don’t have the time”, and “The agency already understands what’s needed”
Excuses are quickly exposed when the resulting work is not what is required. A little time writing a brief pays dividends in the longer term. Even a short email stating the aim of the project clearly is much better than relying solely on a hurried verbal briefing.
Writing a brief is good business practice, and without it, it’s the advertiser that is exposed.
Q: What are the compelling reasons to write a brief:
1. It leads to better work
Without a written brief, the work can be creatively brilliant and extremely effective in working against the wrong objectives. Even if the aim has been verbally expressed, agreement in writing is essential to avoid any doubt or misunderstanding and to have shared clarity of purpose.
Where ‘better’ is seen as more effective, measureable work, the lack of a written brief means there are no agreed objectives, no criteria for success, and therefore no means of evaluating how effective the agency’s work is.
Where ‘better’ is seen as more creative, respected or award-winning work, then similarly this aim will have not been made explicit in writing to everyone involved. (A research study from the IPA, Thinkbox, and the Gunn Report, has revealed the direct correlations between strong advertising creativity and business success)
Agencies are also very clear on their wish for written briefs.
“Writing it down actually forces the client to think and they inevitably change their approach when they do.” (Agency Survey)
2. It saves time and money
No one wants to waste time and money, but often the agency time is viewed as more expendable than the advertiser’s. Efficiency all around is only achieved by clear aims and focus of effort.
The view that not writing a brief is faster, assumes that faster to the first presentation of an idea is the aim, rather than faster to agreed work. We need to take into account that most ideas presented are not agreed first time. So saving time in the short term is often a false economy.
How does writing a brief save money? Where time is saved this clearly saves money, not just the agency’s time but also the ability of the advertisers to get into the market place faster and therefore get a return on investment.
“Sloppy briefing and moving goal posts wastes time and money. (Agency Survey)
3. It makes remuneration fairer
Written briefs act as a form of contract between advertiser and agency. They should layout what the agency is expected to deliver in a clear and measureable way. Without mutually agreed KPI’s or measurable objectives, the agency’s work can only be evaluated subjectively, leading to dissatisfaction with remuneration schemes based on performance.
“A brief is important because it gives a clear direction to the agency, on what is expected from them. Verbal or informal briefings are usually not clearly understood and may lead to assumptions and an incorrect interpretation of the brief,” says Johanna McDowell, Managing Director Independent Agency Selection and Search Company (IAS).
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