Give your next campaign a better starting point.
A useful brief makes a decision about what matters. It gives the creative work something specific to do.
Start with one person
Describe who will see the campaign and what is happening in their working day. A job title locates the audience; their situation helps you communicate with them.
Choose the one message
Write the one thing someone should understand after seeing the work. Supporting information can add depth, but the central message must survive in the smallest format.
Make the next action clear
Decide what the audience should do next: register, read, talk or book. That decision gives the creative a purpose and helps establish the hierarchy.
Bring the practical details
List formats, markets, deadlines, brand requirements and approvers. Share existing material and explain what can change, so the idea has a realistic route into production.
Agree how you will judge the work
Agree two or three criteria before reviewing concepts. Does the message land? Is the action clear? Use the brief to discuss decisions, rather than personal taste.
An outline is enough to begin
You do not need a perfect briefing document to talk to Matizmo. Share what you know, and we can help define the creative scope before production starts.
Talk through your brief