Rethinking the Brief, Rewriting the Rules

The era of neat, fully-formed client briefs is behind us. Today, briefs are often more like thought-starters, fast, vague, and full of unspoken expectations. Clients may not always know exactly what they want, but they usually have a sense of the direction they are heading. And they’re not looking for order-takers, that are looking for partners, creative ideation and unique experiences. Strategic thinkers who can read between the lines, challenge assumptions, and deliver bold creative that not only wows but solves real business problems within real world budgets.

In this candid and practical panel session, we bring together an agency lead, a client brand lead, and their procurement counterpart to unpack how the briefing process is evolving and how we, as agencies and partners, need to evolve with it. From re-shaping briefs to co-creating visions, we’ll explore how to move from reactive to proactive, from supplier to strategic ally, while using the right tools to drive efficiency and protect creativity on ever-shorter timelines.

You’ll hear behind-the-scenes stories, get hands-on tips, and learn proven approaches for navigating vague asks, internal complexity, and shifting client expectations, without burning out your team or compromising the work.

Key Insights We’ll Explore:

• Why briefs in 2025 are more directional than definitive and how to fill in the blanks with purpose

• The power of creative interrogation: asking smarter questions to unlock the real ‘why’

• How agencies are stepping up as co-pilots, not just brief-takers

• Red flags to watch for and when to push back, pivot, or politely walk away

• Time-saving tools, templates, and AI techniques to respond with clarity and creativity

  What You’ll Walk Away With:

• A sharper lens for interpreting modern briefs and the confidence to challenge them

• Practical strategies to turn vague asks into strategic, purpose-driven work with creative flair

• Frameworks to streamline your pitch process and protect your team’s bandwidth as well as encouraging creativity and ideation at every level

• Tactics to build trust and show up as a true partner not just a provider

  Whether you’re in strategy, creative, or client leadership, this session will help you stop chasing clarity and start creating it.