Russell Davies has started a quest to find the perfect creative brief, and in good open source fashion has asked everyone to contribute (hope this doesn't mean we all end up using the same one!). My contribution is something like the 5496th comment to the post. On the basis that I'm sure no one will get that far down the page, it's replicated here...
First up, it's worth saying that we don't always use formal written briefs - all very planning 1.0 ;-).
In good Kids-from-Fame fashion, it's often a case of "let's do the show right here", particularly for fast track projects. With a little bit of prep, we'll get everyone in a room - planning, creative, production, directors (if TV) - and bring collective wisdom and inspiration to bear.
And this marriage of planning and creative, strategy and execution, at an early stage is very fertile. There's still lots of work done after that, but it's always (and genuinely) highly collaborative and iterative throughout (I recognise we can only really do this because of our size: it would probably cause havoc at a (big) hierarchical, Process-focused agency).
Where time allows tho, we will put together a written brief. However, given the way we work, this brief operates more as an internal reminder, and as a contract with the client, than as the 'holy scripture' it is seen as in some agencies.
And even then there isn't necessarily a fixed format: it's what's the best way to express this challenge on paper. But if all the boxes are ticked (they rarely are), it would look something like this (a drama in 4 parts)...
Part 1: THE BRAND
What is the essential truth of this brand (boil it all down, and what do you have left)
What is the brand’s agenda, it’s point of view on life?
What’s the brand’s tone of voice and personality?
Part 1: THE CHALLENGE
What’s the problem or opportunity?
What results are we looking for?
Who will we need to engage to deliver this?
What’s the specific role of communications in this?
Part 3: THE STRATEGY
What do we want to talk about? (overview of comms strategy basically)
What is the central thought we want to bring to life?
Supporting facts it’s worth knowing
How do we think this will get people talking about the brand? (cos that word-of-mouth thing is important, as we all know)
Part 4: PRACTICAL CONSIDERATIONS
Specific requirements
Must haves and no goes
