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Can We Just Skip The Marketing Brief?

The marketing or creative brief is the quintessential "what's your fucking point" document.

A marketing or creative brief is nothing more than a document that outlines the desired outcome and deliverables before resources are used to create them. Sometimes marketers are pressured to skip this step because, whatever it is that needs to be done, it is "really urgent" and needs to be done yesterday.

Would you build a new house without a plan? Would you go on a trip without a map? If you don’t care where you end up or how long it takes you to get there, then sure. But if you want to get to a specific fucking point as quickly as possible, of course you wouldn't. There is nothing like skipping the marketing brief that will guarantee you will not get what you want or need. And it will most assuredly not be faster. Download your free marketing brief template now.

Image by Ben White

The desire to skip the marketing brief “fluff” to save time is, let’s just say, really fucking dumb. Don’t do it.

There are slightly different marketing brief formats for different types of projects, but the point of any brief is to document what you are trying to do and for whom. There's often a lot of back and forth with a draft marketing brief because shit gets real when ink hits the paper, especially if you are doing the hard work of really thinking through what you need. There are often a lot of assumptions in everyone’s head and this is the time where you figure out how aligned - or not - everyone is. 

If you want or need excellent marketing and creative delivered as quickly as possible, do yourself a favor and invest time really thinking through and challenging the information in the creative brief. It’s like working out - you’re just cheating yourself if you don’t actually do it.


And it’s really fucking frustrating to everyone involved (and expensive) when the final marketing product is delivered only to find out that it’s not what you actually wanted or needed. Here's a free marketing brief template to get started.


Here are also some other great (and free) marketing brief resources from Hubspot

Image of the free marketing brief

Free Marketing Brief Template

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