A festive campaign needs a clear brief before it needs a visual concept. Asking useful questions early reduces incorrect assumptions and repeated revisions.
Use these fifteen questions during your first discussion:
- What product or service are we promoting?
- Who is the intended customer?
- What action should the customer take?
- What is the exact offer?
- Which products are excluded?
- When does the offer begin and end?
- Which locations or delivery areas apply?
- Are the prices and availability confirmed?
- Who will supply product photographs?
- Which languages are required?
- Where will the designs appear?
- What sizes and formats are needed?
- Who gives final approval?
- What is the approved budget?
- When must production or publishing begin?
Record the answers in a short written brief. Ask the client to confirm missing details rather than inventing prices, savings, delivery promises, or product benefits.
Identify one decision maker and request consolidated feedback. If multiple stakeholders need approval, include their review time in the schedule.
Before presenting concepts, summarise the objective in one sentence. Refer to that sentence when evaluating feedback. A shared brief clarifies feedback and helps both parties identify scope changes.
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