The (elusive) art of writing a brief

I learnt many lessons during those days, and I want to share the lesson I still use even today – the art of writing a brief.

What is a brief: A brief is a written instruction.

Who writes a brief: In the context of advertising, a client services executive will write a brief. In the context of a PR or digital agency, anyone from an account manager, senior account manager or account director can write a brief.

Who needs to get a brief: The person, people or department that is expected to perform any function related to the brief must receive a brief. A brief can also be for an external supplier.

What is the purpose of a brief: To ensure your team know what to do, when to do it, and when it’s required by.

What information needs to be in a brief: The following information is required in a brief:

• Clearly stipulate who is meant to receive the brief

• What date the brief is written
• Who the brief is written by
• Background information on the project or campaign (as much information as client has provided), for example:

- Client is a multinational manufacturer, with operations on all five continents. Their competitors are (X, Y &Z). The employ over 200,000 staff around the world, with 59 of those in South Africa. Their corporate colours are orange and blue (CI Manual attached). Their operations in this market have increased over the last 12 months, and as such, they have decided to host a stakeholder engagement event, to inform their key stakeholders of their future plans in the region.

• A specific request for certain actions to be performed, for example:

- Please prepare an event proposal (the what) that details how they can reach their stakeholders and invite them to the event (the how).

- It needs to be an evening event – vibey and exciting, yet classy

- This event needs to have media present – as there is a big announcement to be made

• Give specific information, for example:

- The event must be for 250 PAX

- The venue is client’s premises – which means we’d need to bring in all event services to make the venue event-ready

- There is no parking at client’s venue so we need a park & ride facility for all guest (except VVIPs)

Include any other support information, such as:

• The Minister of The Department of Trade needs to be invited (by us)

• The CEO of the World Bank must also be invited (by us)
• Client would like Trevor Noah as the MC (he knows his uncle - but you know we'll have to do this in the end)
• He wants Black Coffee as entertainment (his manager is his cousin’s friend’s neighbour - but again, we'll have to do this)

• We can have full reign over all décor elements and recommendations (but no purple table-cloths – ever!)

Be liberal with information, even when it may seem trivial:

• Client likes Dimple Whisky – our bar supplier must have at least two cases of this

Include budget information, if you have it:

• Client has a budget for R36bn for this project – and if we need more, we can get more• The event proposal must include a budget to this amount

Give a deadline:

• This event proposal is required by Friday 28 October 2016 at 2pm• I would like to review the progress on the proposal on Wednesday 19 October 2016, to make sure you are moving in the right direction

(This brief is obviously fictitious - it merely serves to give you an idea of what details can be included).

Why the brief must be written: The written brief is your insurance policy. It will bail you out when your team seems to keep missing the mark. And it can serve as a check list when you have forgotten things.

In the hustle and bustle of agency life, it’s easy to neglect the brief, and bark instructions at your team over your shoulder, that lack clarity and background information. Do not fall into that trap - the written brief is the Holy Grail of all successful campaigns and projects.

Long live the written brief!