Comparative graph of the effectiveness of briefings

[Jahangir487]

Despite their widespread use, the same survey shows that a majority (67%) of creative and marketing professionals find their creative briefings ineffective.

Comparative graph of the effectiveness of briefings

For example, Genpact, a global professional services firm, relied heavily on static spreadsheets for its creative briefs. This led to significant and unnecessary delays in the creative process.

“Before monday.com, our campaign managers created creative rcs data romania briefs in spreadsheets that could only capture the minimal information the creative team needed. Once a campaign manager submitted a creative brief, there would be a long email chain between the creative team and the campaign manager discussing anything that was missing. But because the spreadsheet couldn’t capture this information, it was impossible to keep track of it,” explains Sarah Pharr, AVP, Marketing at Genpact.

Our creative briefs aren't working
As our research shows, creative briefings most often come in the form of documents, and this clearly doesn't work.

Comparative graph of briefing formats

Why aren't our documents working?

On the one hand, they don't allow for a fluid conversation between creatives and marketers.

The documents are one-sided. Once you've written a brief, the marketing work is complete and the creative work begins.

But that doesn't work for most creative projects today. They require an ongoing conversation around inspiration, ideas, and corrections, which should persist throughout the creative project's lifecycle.

Take a promotional video, for example. When creating such a complex project, one document isn't enough to cover all its moving parts.