Words are always open to interpretation, so I tend to follow a ‘glass for you, one bottle for me’ rule when a recipe tells me to add wine to my Risotto.

The same rule can also be applied to briefing a creative agency; let me know what you need, and we’ll cook you up a storm. We’ll even tackle the washing up. A creative brief should define your problem; I’ve got a lot of pasta to hand, and outline where you’d like to be; full.

However, everyone has an idea of what they’d like, and in writing your brief you will subconsciously steer towards your idea of a good idea as nothing you write is inconsequential. Everyone prefers their Mum’s cooking, but don’t limit our imagination or what we can do with your brief by saying you specifically wanted Mum’s linguine. It’s very easy to draw a straight line to get from A to B, however we’re here to spice things up.

In the same way a prescribed format isn’t to my taste, it might not suit your brief either. The creative process starts here, so start it. Don’t feel limited about what you think you can and can’t do when writing a brief and we’ll commit the same to its execution. Take your brief through different processes; marinate it, distil it, articulate it in one word, anything that gets you and your creatives hungry for what’s to come.

Abraham Lincoln is often quoted as having said, “If I had five minutes to chop down a tree, I’d spend the first three sharpening my axe.”

Make time, every time to make sure that you have the insight and research to get the brief right and save yourself from souring the project. Like a good recipe, you’ll know when it’s right and you’ll be excited to share it.