Not too long ago I ranted about a “shit brief”. In it I attacked everyone who were disrespectful of a brief whether in its making or execution. But to the uninitiated, my rant might have been seen unfair or even a little crazy. So for all those who still don’t get the whole purpose of a Brief, let’s hear a few of the world’s smartest and most creative designers, creative directors and inventors DEFINE what it is, what it should contain and how they should work. The movie is about half an hour but if you work in the creative industry (or in the business of creative results and outcomes), spare the time and watch this excellent effort by Bassett & Partners.

First seen on Taxi.