Three key steps to briefing creatives

Nick Southgate

Clients and agencies alike need to find ways to best manage creative resources. How to do this is the cause of more vexed discussion than possibly any other topic.

'Briefing creative agencies', 'the creative brief' and 'creativity' have already been subjects of Admap Best Practice articles. (1, 2, 3). The IPA has collaborated with ISBA and other industry bodies to create a series of best practice guides that give extensive coverage to these topics (4) and the IPA now hosts an online brief writing tool (5).

This article aims to take a wider scope encompassing the client brief, the creative brief and the briefing itself. The management of creativity is better understood if we understand the diverse forces that impact upon it.