Brief the Business Problem First
Turn a client request into a problem-led creative brief.
Do not brief the asset first. Brief the change you need. Discover the real tension A client request usually arrives as a deliverable, a feeling, or a comparison: 'more premium,' 'like the competitor,' 'three TikToks,' 'launch support.' The first management move is to slow the handoff enough to discover what business tension created that request. Ask what has changed, which audience matters, what evidence supports the urgency, and what decision the work must influence. Define the problem in agency language A useful agency brief has four anchors: audience, current belief or behavior, desired belief or behavior, and proof. This is…
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