Stop Writing Boring Briefs! How to Inspire Agencies with Storytelling

As marketers, we all love the creative side of our jobs—the thrill of crafting something impactful, something we’re proud of. But too often, what stands between us and great work is a?brief that falls flat.

We’ve all written briefs we aren’t proud of—briefs that leave agencies scrambling to connect the dots, or worse, result in work that doesn’t hit the mark. The reasons are familiar: restrictive corporate templates that turn briefing into box-ticking, lack of time, uncertainty about where to start, or simply not knowing how to articulate the problem. If this sounds familiar, you’re not alone—even agency professionals struggle to brief their own teams effectively.

But here’s the reality: when your?brand, budget, and job?might rely on getting the brief right, it’s worth investing the time to do it properly.

Strong Briefs vs. Weak Briefs

??Strong Briefs:?Provide?clear context, frame the challenge with?energy, and?inspire action.

??Weak Briefs:?Are?overly prescriptive, lack a?clear problem to solve, or?fail to ignite creativity.

Why Storytelling Matters in Briefing

After 20 years in the industry, I’ve seen every kind of brief. But the ones that stand out—the ones that?deliver great creative work—are the simplest ones. They distill information down to the?most relevant points?and are framed with a?clear narrative—in short, they tell a?story.

We are all storytellers in our personal lives. We bring experiences to life, engage people with emotion, and create compelling narratives in everyday conversations. So why is it so hard to apply the same principles to a creative brief? The challenge isn’t storytelling—it’s understanding what matters?and?framing it in a way that inspires action.

That leads me to this question:

If you can’t articulate the story behind your brief with energy and clarity, how do you expect your agency to understand and bring it to life?

A well-crafted story creates a?shared passion and belief?in the task at hand. It strengthens the bond between?client and agency, ensuring that everyone is working toward the same goal with a?clear ask and problem to solve.

The Story Arc of a Strong Brief

A great brief follows the same structure as a compelling story:

1. Setup (Context):

• What’s the brand’s current position?
• What are the business objectives?
• Who is the competition?

This section grounds the agency in the?reality of the brand and category.

2. Conflict (The Problem):

• What isn’t working?
• What barriers exist in the market?
• What shifts in consumer behavior need to be addressed?

This creates tension and frames the?real challenge?that the creative needs to solve.

3. Mission (Objective):

• What do you need the agency to solve?
• What’s the one?clear, focused, inspiring ask?

Framing this as a?“How might we…?”?question shifts the focus from constraints to possibilities, opening the door to innovative solutions.

Instead of: “We need a social campaign to drive awareness.”

Try: “How might we make our brand the most talked-about in our category through social?”

Too often, brands jump straight to execution without fully defining these elements.?By structuring your brief around a story arc, you create an engaging, logical framework that allows the agency to truly understand the problem before they start ideating solutions.

Common Pitfalls in Briefing

Even the best brands fall into common traps when briefing agencies. Here’s what to?avoid:

???Being too vague or too detailed?– A brief should be succinct but?substantial enough to guide creative thinking.

???Focusing on ‘how’ instead of ‘why’?– Agencies thrive when given a?clear problem to solve, not a?predetermined solution.

???Forgetting the importance of tone?– A brief should sound as inspiring as the work you want it to generate.

???Relying too much on documents?–?Conversations and collaboration?lead to stronger ideas than PDFs alone.?

Key Principles for Crafting a Story-Driven Brief

1. Briefs Are Collaborative, Not a Test

A great brief is?not a directive—it’s a?springboard for collaboration. Treat your agency as an extension of your team, not an external vendor.

2. Get Clear on the Type of Brief You’re Asking For

Different briefs require different levels of storytelling:

• Comms Briefs?amplify an existing idea across broader channels.
• Tactical Briefs?adapt an idea to a specific channel or touchpoint.

Clarity ensures the agency knows exactly what’s needed.

3. Tell a Story to Frame the Problem

The best briefs inspire by?painting a vivid picture. Use?imagery over words, evoke emotion, and give the agency a clear sense of the challenge they need to solve.

?Final Thought: Make Your Briefs Worth Reading

The best briefs don’t just?inform—they?excite, inspire, and energise. They provide the structure needed to create?breakthrough creative work?while ensuring everyone is aligned from the start.

So next time you sit down to write a brief, ask yourself:

?? Am I just listing requirements, or am I?telling a compelling story?

?? Will this brief make my agency?excited to solve this problem?

?? If I were the one receiving this brief, would I?feel clear, motivated, and inspired?

If the answer to any of these is?no, it’s time to rethink the way you brief.

In your experience, what are the key ingredients of a great brief? I’d love to hear your thoughts!

#CreativeBriefs #Storytelling #Marketing #AgencyCollaboration