Why The Brief Still Matters

New channels, tactics and tech have changed the way marketing teams operate. Influenced by Silicon Valley’s dominance, modern marketers have adopted mantras like “bias to action,” “agile” and “test & learn.” And rightly so; in these fast-changing times, a nimble, data-informed mode of working makes perfect sense.

And yet, alongside these fresh tools and processes, a much older one endures: The brief. It’s been the cornerstone of brand-agency interaction for decades. A strategic baton passed from planners to creatives. Even as the world around it has changed, it has remained.

Most of us still pay lip service to the necessity of a brief. But the truth is, we often struggle with it. It can feel cumbersome.

Modern Craft Matthew
Matthew Walko
Jun 1, 2017

Further Reading