How (and Why) Agencies Should Develop a Visual Creative Brief With Clients
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Thud. The latest creative brief lands on your desk. It’s seven pages long, has a half-inch thick PowerPoint deck attached, with a few emails copied and pasted in to boot. As you sift through the bullet points and marketing data, your brain scrambles into overdrive to envision what a possible design solution could be. Key words flash in front of your eyes: “It must be premium.” “It must be approachable.” “It must be edgy.”
Fast forward a week and a half to the first client presentation. After all of the head-scratching and late nights, there’s an anticipation of applause after the big “tada!” moment. Instead, silence; perhaps a cough. “Sorry, that’s not quite what we had in mind. I think we’re going to need to see some new options and ask you to go back to the well.”
Sound familiar? This is not only every agency’s nightmare — it’s actually every client’s as well.
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