UK briefs versus US briefs

We’re not talking boxers versus tighty-whities here.

I was thinking about a critique I received after a workshop I delivered last summer.

“You have too many creative brief samples from UK agencies,” I was told, “and not enough from US agencies.”

The reason was, and is, quite simple: The best briefs are written by our British cousins. They invented the concept of account planning. They offer training in account planning which also includes crafting well-written briefs.

Ergo, they write better briefs.

If I had more well-written briefs from US agencies, I’d use them.

But I don’t. So I can’t.

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