A Guide to Briefing

A lot of briefing goes on in advertising. 

The agency get a brief from the client.

The production company gets a brief from the agency.

The director gets a brief from the production company... and on we go to editor, graphic designer, flame operator etc.

Every contributor gets some version of the brief, adapted to their specific involvement. The presentation of these briefs can differ wildly.

Some are LOOONG, some are very very short, some have lots of disparate references, and occasionally there will be one that is very clear and concise with a couple of very simple references that clearly define the direction.

So how do brands and agencies write briefs, and is there a hierarchy of briefs?

Is there a better and a worse way to do it, or is it down to context and to the skill and understanding of the people receiving it?

General wisdom would seem to suggest that more detail is better, BUT a short brief, lacking in detail can actually be more exciting than a long detailed brief because it will generally be less prescriptive and will therefore rely more heavily on the creative abilities of the person receiving it.

A long detailed brief with a lot of prescriptive ideas and expectations can be frustrating because in real life it may be more difficult to execute, especially if there's limited time / resources. 

What we do know, however, is that music and sound briefs (unless fundamental to the wider creative idea) will often be the last things on the list.

The producer will be chasing the creatives for their music brief.

The client, who has their own idea, won’t necessarily be involved (yet).

The creatives are likely to be looking at ways to push the boundaries and do something engaging and unique which may jar with the safer vision of the client.

But there is a better way… consult with your music partner at the outset, before the brief is written.

Work with them to develop and write a brief that everyone is clear on and happy with.

Make sure everyone is aligned on what they are expecting to hear, and what they are expecting to happen with the licensing / legal process.

This way you avoid wasting time and money. You get from initial idea to final execution much more efficiently.

An experienced creative music company will have a wide view of the process of commissioning, finding and licensing music so that the right questions are always asked at the outset, the right information is communicated, and the agency (and brand where appropriate*) are all aligned on the idea(s) and aware of the possibilities / limitations of different directions.

Music creation for advertising is, at its best, a collaboration between individuals at the top of their craft.

We believe that the earlier in the process that collaboration gets going the better the result.

* why waste time and money developing a creative music idea that the brand will never go for?