Writing a creative brief that inspires

Briefing is often treated as a part of procedure; overlooked as a more nuanced art form. Here Kit Altin, Chief Strategy Officer at The Gate London, explains her more unique approach to writing a creative brief for advertising, and demonstrates how it can yield impressive results.

Waging a war on boring briefs, in the following video Kit talks about how to create a balance between ‘the straight and narrow’ of factual input, and the parts that inspire, setting off little explosions in your creative teams mind. Worth a watch if you’re stuck for unique ways to transmit information and get people in the right frame of mind. 

Next, from the archive, Kit uses an award-winning example for some creative brief inspiration. This demonstrates how briefing a creative team can take inspiration from things far and wide, such as a visit to prison, and the kind of knock on effect that it can have on the work produced in the long run. 

And finally (again from before her time at The Gate London), barely even scratching the surface of what goes on in her session, here are three pitfalls to avoid when writing briefs, and why it is you should avoid them. 

Discover all you need to make sure your briefs are smart, interesting and inspiring with Kit Altin's Masterclass 'Briefing Your Creative Team'.