↘ Stage 03 / 13

BRIEF.

STARTING

OWNED BY ACCOUNT DIRECTORS

No brief = no work. The pre-studio checklist, what a good brief includes, and the five non-negotiable rules every project starts with.

All 01 02 03 04 05 06 07 08 09 10 11 12 13

↘ BEFORE THE STUDIO

PRE-STUDIO CHECKLIST.

All work originates from Commercial / BD, Account / Project Leads, or existing client requests. Before anything reaches the Studio, the following must be defined. If this is unclear, it does not enter the Studio.

Clear objective (what are we trying to achieve?)
Deliverables (what are we actually making?)
Timelines (realistic, not hopeful)
Budget (confirmed or indicative)
Key players for project

↘ SOURCE OF TRUTH

ASANA IS THE SOURCE OF TRUTH.

All teams work from Asana. Account directors and managers own each Asana job. New projects are set up in the Paradise Studio area, and roles are added so specific people can see what's going on. The creative briefing form is used for large projects. The task function is used for smaller ad hoc work. If you're delivering work to the team, it's plotted in Asana.

Project name
Client
Job number
Deliverables
Timeline
Budget (if it factors into creativity)
Responsibility

↘ THE INPUT

WHAT A GOOD BRIEF INCLUDES.

Every project must enter the Studio via a structured briefing session. This happens internally first, then externally with the client. Budget parameters, examples of aligned work, watch outs, no-goes and nice-to-haves are all on the table.

Context (client, project, background)
The problem to solve
Audience
Key message / proposition
Mandatories (logos, formats, channels)
Success criteria

↘ NON-NEGOTIABLES

THE RULES.

01NO SLACK BRIEFS.
02NO VERBAL BRIEFS.
03NO 'QUICK FAVOURS'.
04NO BRIEF = NO WORK.
05HALF BRIEFS = BAD WORK.