What the heck is an Advertising Brief?

In the chaotic global circus of multinational corporations, where those who have not acquired tangible life skills (like baking bread or fixing cars) end up, there is a small tool to convince others to do something: the brief.

Marketing wants to do research? Give the institute a brief. Need a communications campaign? Brief the agency. A manager wants to talk to his team? Give them the brief. What if he gets bribed by his boss? Well, he takes the brief apart. "Then I'll tell you something." And so on, back and forth -- but what exactly is the "brief"?

It is usually a written document, more confusing than concise, intended to put someone in a position to act. It is supposed to contain all the information the person doing the work needs to get started. The brief: a beacon in the night...

The main points of the brief? The timeline (unrealistic by default) and the budget (paltry, if any). Everything else serves only to deflect responsibility and make the briber feel that he has done his part. "Hey, but I briefed you!"

When it comes to advertising, the brief should provide the agency with information about the marketing strategy, brand positioning, communication objectives, product features, competitive landscape and target audience. But all too often, after two hours of briefing between client and agency, the project is still as clear as mud.

"Yes, yes, I have it all figured out. But there's one thing that's still not clear: do you want a print ad, a TV spot, a mini-site, or an event?"

"Come on! I thought I was clear as day: we need to regain brand dominance by demonstrating our core values through innovative solutions! Let's meet next week and bring at least three or four options: one traditional, the others... more cutting edge (wink wink)".

A firm handshake seals the deal and marks the moment when "your butt is on the line.