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Expert opinions, profiles, market trends, debate and the latest news in an ever-changing sector

INDUSTRIAL • CREATIVE Tuesday 23rd September 2014



Time is precious and getting something done in business can be particularly time consuming if it’s outside your usual scope of work.

For property people this can often be in the domain of marketing so we’ve produced a series of ‘cheat sheets’ that you can refer to if you’re facing a particular task and need to get things moving.

We hope they’ll be useful and if you’d like any more guidance on the subject, do pick up the phone or drop us an email.

To get the ball rolling, we're looking at how to draw up a brief for a creative agency.

1. What is it and why’s it important?

A creative brief is a document that sets out exactly what you want your creative agency to accomplish in a given project. It defines the scope of the work to be undertaken and ensures that, as the project moves forward, there’s something to check that progress against. Most importantly, it can save you loads of time in future and avoid projects going off track.

2. Write it down

Briefs should be written down. Verbal briefs are often too subjective, can be forgotten, misconstrued or even misheard. A simple, clear and well written brief can avoid lots of misunderstandings further down the line, by enabling everyone to agree on the direction of the project right at the very beginning of the creative process.

3. What should be in it?

What’s the look and feel of the project you have in mind? What’s the tone of voice that should be used? Who are we speaking to? What’s the message? What’s the mood and focus? Are there other similar projects to align the work to?

4. Is that it?

Well, background information about you and your product or services is always useful to put the project in context. Who are your competitors? Where do you see yourself in the market? What exactly is it you want to achieve and what is the ideal outcome for your project?

5. Sounds like I’m doing all the work!

An agency won’t expect you have to a full brief at the outset. They’ll work with you to refine it prior to the project starting. It’s a collaborative process and creating a good brief initially, means that you can get back to your day job and not be pestered by a string of questions that will hold up the project’s progress.


Once you’ve got a brief agreed with your agency, it’s time to move onto the exciting bit: the creative process, when you start seeing concepts take shape into a brochure, website or whatever the project demands.

We’ll be exploring that part of the process in a future edition…