One question should be answered before you start work on any job except for small jobs such as re-sized ads. That question is—"What is the point?" There has to be a reason for the work that is being done. Be sure this is defined up front, even if it is only one sentence.

Most agencies assume responsibility for the brief when it really is the responsibility of the client. In a recent Advertising Age issue (May 23, 2011), Rupal Parekh wrote an article entitled "Marketers, Quit Blaming Your Agency—It’s Your Brief At Fault." In the article, he is stirring a debate over “who’s to blame for marketing issues—an agency that didn’t execute within the framework provided by the client, or a client who’s given a shoddy framework.” Rupal contends that the real problem with marketing issues is that garbage in creates garbage out. He goes on to say that companies should stop slashing advertising fees, but instead, improve their briefing of the agency.

As an agency, you can provide your client with an outline of creative briefs that will provide the information you need. You may also need to train them on how best complete the brief so that they will get the work they desire. Creative Briefs should ask the questions that tell you exactly what the client is looking for. It should define the challenge that needs resolution, who needs to be exposed to the solution and how they should respond.

You can find sample creative briefs on the Agency ADvisor website at www.agencyadvisor.com under Tools and Resources.