Episode description

If you’re in a creative role at your agency, you’re probably familiar with receiving creative briefs that just don’t measure up. Instead of getting inspired to do great work, you’re left wondering where to start or what the point of the project is.

If you’ve ever created or pitched a brief, on the other hand, you’ve probably worked from a template or simply checked off the boxes of the bare minimum — it happens to the best of us!

This week, I’m interviewing Tim Brunelle, a creative director with decades of experience in marketing and advertising. Over the years, he has seen hundreds of creative briefs that span the whole spectrum between gold and garbage.

When our brief falls flat, it won’t inspire our creative minds to do great work. In this episode, Tim challenges us to think bigger and better rather than checking off the boxes and reading from a sheet of paper in our briefing meetings. When we think creatively about our creative briefs, we get a wealth of inspiration in return.

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

• Why creative briefs often fall flat for creative teams
• Why brief-makers should care about the project just as much as the creative team they’re hiring
• The two core functions of creative briefs
• What the pipeline of the creative briefing process should look like
• How to mentor and inspire creativity across teams to collaborate on the briefing process
• Why location is important when discussing your vision
• Determining when a creative brief is necessary to inspire a team to do ground-breaking work