The right brief: The better the brief, the better the result
By Catriona Crombie, Senior Account Director, Blue Marlin, London
If you think that writing the brief is tedious and unsexy, think again. You may not think that it is the most exciting part of the process – that surely is getting down and dirty with the creative work itself? – but a good brief can make the difference between a creative product that is red hot and spot on, and an also ran that has been changed and changed until the original idea is so diluted it is all but invisible.