A crucial job of an Account Planner or an Account Manager is to understand what a client needs from an ad or campaign and develop that into a relevant creative brief. In my years in advertising, I found that only a few client servicing guys could write good briefs. Many of them were so bad at writing briefs that frustrated creative people would go and meet the clients directly to get the briefs.

If you are a rookie client servicing guy, you will have to practice writing good briefs. Most agencies have their own briefing philosophy and formats and client servicing guys working for these agencies will have to follow the formats.

If not, this presentation by AdCracker gives you good insights into writing effective creative briefs.

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