B2Bridge

I admit: thinking about briefings and how they should look like sometimes makes me schizophrenic. First of all, I’m a communication architect, passionately defending the necessity of a solid building plan for my client’s messages. In B2B communications, content keeps the upper hand over concept. So, when being briefed by my client, I’m happy having a guiding template to get to the bottom of his message. But hey, I’m a copywriter too! One of the ‘creatives’, remember? So please don’t straitjacket my writing with a fixed briefing telling me what to say and in what manner! Checklists extinguish the fire of creative thinking.

Here’s how I restore the peace between my egos. For each new assignment, I analyze my client’s input by rigorously filling in all the boxes of the brief template. It makes me get my thoughts straight, and satisfies the engineer in me. And then I — the other one — throw it away. Leaving my creative self in complete freedom of writing.