Write Succinct & Inspiring Comms Briefs

Use our 6 step process to write a new brief or interrogate an existing one that isn't producing the ideas you hoped for

1. Be clear on why you are writing the brief, what is the core challenge and what business results are you expecting from the campaign

2. Write a rich description of your target audience & the degree of knowledge and interest they have of the brand/category when they will be exposed to your campaign. 

3. Dig deep into this consumers world to articulate an unmet need or problem that will inspire a communication campaign.

4. Choose the solution and the key communication message that will be meaningful, believeable and will inspire action. 

5. Be clear on the outcome you want from the communications. 

6. Ensure the tone and personality are distinctive and authentic.