A deadline and a dream? What are the essential ingredients of the perfect creative brief?

A killer brief can make the difference between good and great creative work, writes Claire Bridges. It must tell your team where you are now and where you want to be

“A deadline and a dream” – two essential components of the ideal brief according to illustrator Maira Kalman.

Of course the brief is where we start our own creative endeavours, and it provides the roadmap for any collaborators. And whilst it simplifies things, for me Maira’s quote reflects the sense of inspiration and possibility that a great brief opens up. John Boiler, CEO of renowned LA-based agency, 72 and Sunny, says that for him “a brief is an open statement of ambition for a brand”.