HOW TO: Write a communications brief

A great brief can unite a team by communicating common aims and objectives. Graham Wylie, director at Decision Point, offers eight core components to getting a brief right

Behind every great campaign is a great brief; one that captures the spirit and sense of what the marketer wishes to achieve and communicates it across the implementation team. It may start life on the back of a napkin, or it may come from a pre-determined template, but the brief is the foundation stone for everything that follows.