Strategy Group: Modern Briefing

Modern Briefing:A modern approach to process

Glyn Britton

Albion - Managing Partner, Strategy & Innovation@glyndot

Strategy Group: Modern Briefing

Process? Yawn…

Strategy Group: Modern Briefing

— “How can I write a brief when the answer could be anything from an app to an ad?”

— You’re trying to use Waterfall to solve business problems/opportunities.

Planners need to stop trying to prescribe solutions to business problems through documentation.Instead be part of an Agile team iterating towards a solution.

What’s the problem?

Strategy Group: Modern Briefing

Not convinced?

Strategy Group: Modern Briefing

— What: Prescriptive outcomes— Who: Specialist teams— How: Deliver handed-down scope

Waterfall process

Client brief----------------------

Client brief----------------------Client Account Planning Creative Production

Creative brief----------------------

Bigidea----------------------

Role of the brief:Scope to be delivered

Role of the briefing:Information sharing, handover

Strategy Group: Modern Briefing

Stay with me,here comes the good stuff!

Strategy Group: Modern Briefing

— What: Solve problems— Who: Multi-disciplined, self-organising team— How: Iterative, collaborative process

Agile team

Triage

Strategy Group: Modern Briefing

— What: Solve problems— Who: Multi-disciplined, self-organising team— How: Iterative, collaborative process

Agile process

Discovery Concepting

Iterate

Validate

Role of the ‘briefing’:Team Knowledge

gathering, hypothesis building,

& user testing

v0.3

What--------------

How--------------

Role of the brief:Record of task

and today’s solution

Strategy Group: Modern Briefing

Iterative approach

Pour fuel on those that take

Fan the flames of the largest

Light 100small fires

Online Displaydevelop

Premium Mediascale

Facebookfilter

Go / No Go decision points, with hard business metrics.

Strategy Group: Modern Briefing

—Do:Try version numbering your briefs.

—Don’t:Forget that Agile is a philosophyas well as a process.

Practical tips

Strategy Group: Modern Briefing

— Thank you