209: Why do agencies rewrite the brief?

Henry Gomez and I return with a Nuts ‘n Bolts episode.

Today we share with you a paper written in 2010. It’s authored by Merry Baskin, a member of the World Advertising Research Center (WARC). And she writes on writing the agency brief.

As Henry points out, this is the topic that triggered a debate between the two of us. The debate that motivated us to launch The Brief Bros.

Baskin’s paper may be 15 years old, but the topic is as relevant today as ever.

“Howard is a master at helping brief writers get to the point & learn how to inspire. After the course I realize it’s not as hard as I thought.”

“In the future, all creative briefs will be BS-proof and Jargon-free, and we’ll have this summit to thank.”

“Definitely recommend this workshop for anyone looking to enhance their creative brief process. Makes you want to actually write and review briefs!”

“I attended your morning Zoom prezo today on briefs and you did a great job. Just nailed it! Great stories. Great quotes. Great examples. Well done!”

“I would recommend this workshop to anyone who never has used creative briefs or even if you already do. The tools and exercises given will change your mind on how you create these briefs. It’s an easy and interactive workshop to get through and the instructor was engaging and on point.”

“Thank you for inspiring me to be more, well, inspiring! I got a lot out of your session today - both as a brief writer and as a training lead. I bought some of your books on Amazon to share with my team.”

“I loved that Howard came in hot and pushed us out of our comfort levels. He called marketers out on things we can do better. The existing…creative brief process has been painful for our creatives, but also for our marketing teams as well. But from this exercise, we have all learned that the creative brief process truly needs to be collaborative.”

“Great reminder of what the creative brief is supposed to do and how to get there! Thanks!”

“Valuable information about how others develop briefs. Big emphasis on what really matters and our own team’s input was very important/helpful.”

“He hits at the key points that really make a creative brief easy to tackle and execute.”

“As someone who doesn’t write briefs, I never knew how helpful this would be. This will help me ask better questions and push my teammates so we can create better work.”