As the head of our direct marketing agency’s account team, I’ve always been a proponent of a well-conceived brief. Show me great creative, and it’s a good bet the client and agency put in the time and thought upfront to build a strategic, insightful brief. Recently, we’ve had a couple of clients challenge the creative brief process at the start of a direct mail project. They were just too busy to provide input, answer questions and sign off on our brief before we got to work. That’s dangerous and shortsighted. Not just for us, but for them.
Show me great creative, and it’s a good bet the client and agency put in the time and thought upfront to build a strategic, insightful brief.
Briefs aren’t just for the agency creative team. They serve numerous stakeholders and play a key role for clients as well. Here’s why clients should insist on a thorough creative brief process:
At Gunderson Direct, we won’t jump into creative development until we get client sign-off to a brief. That protects us while it benefits our clients. They’re more likely to see great creative ideas that hit the mark, that they can sell to their internal stakeholders and that achieve or exceed business goals.