Agencies want detailed, accurate briefs so they don’t spend extra time and money having to create multiple rounds of revision and creative ideas which may stall.
An agency briefing system can help to:
ANA research often highlights that bad briefs are one of the major frustrations they have with their clients. http://www.ana.net/content/show/id/enhancing-relationships
Adopting a briefing system provides an opportunity to ensure your agency has the best possible start to produce great ideas.