{"id":20728,"date":"2026-10-12T20:07:49","date_gmt":"2026-10-13T00:07:49","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20728"},"modified":"2026-10-12T20:07:50","modified_gmt":"2026-10-13T00:07:50","slug":"your-brief-is-the-middle-of-the-story-not-the-start","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/your-brief-is-the-middle-of-the-story-not-the-start\/20728\/","title":{"rendered":"Your Brief Is the Middle of the Story, Not the Start"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By <a href=\"https:\/\/www.linkedin.com\/in\/daniel-sherrard-70bba466\/\">Daniel Sherrard<\/a>, Head of Strategy, Lewis Moberly<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brief lands. Everyone nods. The work begins.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It feels like the start. Really, it\u2019s somewhere in the middle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Under the pressure of time and targets, many briefs arrive with the problem already narrowed down, a few assumptions hardened into fact, and the answer more or less decided.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That comes at a cost. More than 500 UK marketers and agency staff <a href=\"https:\/\/ipa.co.uk\/news\/betterbriefs-best-practice-guide\">surveyed by BetterBriefs<\/a> estimated that 26% of their marketing budgets are wasted on poor briefs and misdirected work. That\u2019s a quarter of the budget.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So perhaps the question isn\u2019t whether the brief is good enough. It\u2019s whether the right conversations happened before it was written.<\/p>\n\n\n\n<h2 id=\"h-the-conversation-before-the-contract\" class=\"wp-block-heading\"><strong>The conversation before the contract<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Brand and design agencies often come in late for a simple reason. A brief is essentially a contract. It sets out what the agency, and often the marketer, will be judged against. Nobody wants to share a contract before it\u2019s ready, and once it\u2019s through internal sign-off, it\u2019s hard to reopen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agencies like ours are most useful earlier, in the conversation about the business, its category and its ambitions, before the challenge is fixed. That\u2019s where client and agency can interrogate the business need together and find the brief behind the brief. Sometimes it reveals a different creative challenge. Sometimes it isn\u2019t a design challenge at all, but one of production, for instance, or how the portfolio is organised.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>When the ask isn\u2019t the need<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Even a clear brief can ask for the wrong thing. It\u2019s like asking a builder for a wall, when the better question is whether you need one.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A brief might ask for more consistency, when what the brand really needs is an identity that holds together but can flex. It might ask how to justify a higher price, when the real need is to make the brand feel more valuable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Reasonable requests. Just not the real problem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Design Business Association\u2019s 2024 What Clients Think <a href=\"https:\/\/www.dba.org.uk\/rediscovering-the-creative-brief\/?utm_source=chatgpt.com\">research found<\/a> that 30% of clients wish their agency would ask more questions and dig deeper. As one client put it: \u201cI\u2019m obviously not being clear \u2013 but they\u2019re the experts, they should be able to drag it out of me.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s fair. And it\u2019s on us. Being the experts clients hire us to be starts with a simple question: why this?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So the best time to bring in an agency isn\u2019t when you decide you need some design. It\u2019s when you ask: \u201cWe need to achieve this business or brand objective. Could brand and design thinking help us get there?\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Use your agency to bake distinctiveness into the brief<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Most businesses know their category inside out, but that expertise can become an echo chamber. Brands end up signposting their category rather than standing out in it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Working with our clients, whatever the category, from personal care to prestige to food and drink, the opportunity often starts with spotting, together, where that\u2019s happening. The way out takes many forms, from a new brand idea, to a visual language borrowed from a neighbouring category, to truths and assets in the brand\u2019s own past that need to be resurfaced.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s why the conversation before a brief is locked matters. Which conventions are worth keeping? What distinctiveness should you lean into? Where is there room to flex, or to break with convention?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Early collaboration is an investment, not a delay<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, bringing more people in earlier can feel slower. So does reading the instructions. Both save time in the end.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The alternative is costly. A brief gets written, the work gets made, and only then does everyone realise they\u2019ve been solving the wrong problem, or the wrong articulation of it. That\u2019s where much of that 26% goes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The upside is just as big. <a href=\"https:\/\/www.kantar.com\/inspiration\/advertising-media\/the-advertising-multipliers-that-matter-are-not-what-marketers-think\">Kantar<\/a> found creative quality can multiply advertising profitability by up to twelve times. There\u2019s little reason to think brand and design are any different. And creative quality starts with the brief.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The strongest work starts when client and agency find the brief behind the brief together, while there\u2019s still time to point all that creative thinking, and all that investment, at the right challenge.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Which conventions are worth keeping? What distinctiveness should you lean into? Where is there room to flex, or to break with convention?<\/p>\n","protected":false},"author":26,"featured_media":20729,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-20728","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Your Brief Is the Middle of the Story, Not the Start | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/your-brief-is-the-middle-of-the-story-not-the-start\/20728\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Your Brief Is the Middle of the Story, Not the Start\" \/>\n<meta property=\"og:description\" content=\"Which conventions are worth keeping? 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