One line briefs are so dangerous. So it is vital to push back on them for the sake of your client.
With a one line brief, you only get one piece of the puzzle. You have to try and figure out the rest yourself. And you don’t have the information to work all that out.
Missing would be things like the client’s business objectives from the creative work, and key insights about their customers.
Creatives are creative. Without boundaries, we create wild and wonderful things. The problem is that this creative work won’t be effective at meeting the clients’ objectives.
So the key is – to use a good creative briefing template – and to enforce that it needs to be fully filled out before the creative work starts.
