Ten Reasons We Won’t Touch Your Project Without a Proper Creative Brief

Let’s make one thing very clear - at A&E, we don’t do guesswork.

If you want a campaign stitched together with vague ideas, shifting objectives, and a “we’ll figure it out as we go” mindset, we’re not your people. There are plenty of agencies willing to play that game.

We create campaigns, brands, and strategies which cut through the noise and have real impact - and to achieve that requires a proper creative brief. No brief, no project. Simple as that.

A creative brief isn’t just a formality. It’s fundamental to a successful project, keeping everyone aligned, eliminating confusion, and ensuring what we create is bold, intentional, and effective – it’s the difference between a campaign that slaps and one that flops.

Here’s why we won’t lift a finger until the brief is locked in:

1. No direction? No dice.

   Starting a project without a creative brief is like throwing darts blindfolded and hoping for a bullseye. We need to know your goals, key messages, and desired outcomes before we start creating. If we don’t have a clear roadmap, we’re not driving anywhere.

   
   

2. Align or get left behind.

   Misalignment kills momentum. If your team, our creatives, and key stakeholders aren’t all on the same page, expect chaos. A solid creative brief makes sure everyone’s speaking the same language - no surprises, no excuses.

   
   

3. We get it right the first time.

   We don’t subscribe to the lazy agency model of pitching multiple concepts and hoping one sticks: if we can’t hit the right concept from the brief, we don’t deserve your business. And a strong brief eliminates those never-ending feedback loops that drain time, energy, and budget.

   
   

4. Creativity needs boundaries (Yes, Really).

   You might think creativity is all about “thinking outside the box,” but we need to know where the box is first. A great creative brief defines brand voice, tone, audience insights, and key messaging - so we can push creative limits without going off the rails.

   
   

5. Your Brand is not a playground.

   If you want consistency, credibility, and long-term brand value, every campaign needs to align with your brand identity. A creative brief ensures we stay on-brand while still delivering fresh, exciting ideas.

   
   

6. If you don’t know your audience, you’re wasting money.

   Talking to “everyone” means talking to no one. A great creative brief defines your ideal customer - who they are, what they care about, and how to grab their attention. Without this, you’re just shouting into the void.

   
   

7. No scope creep. No budget surprises.

   Want your project to stay on time and on budget? So do we. A creative brief locks in deliverables, timelines, and costs, so there’s no “Can we just add this one more thing?” halfway through.

   
   

8. We measure success, not vibes.

   We don’t do “let’s just see how it goes.” Every project needs measurable goals so we can track success and optimise along the way. A creative brief outlines the KPIs that actually matter, not just vanity metrics.

   
   

9. Collaboration without the headaches.

   Working with internal teams? External partners? Freelancers? A solid creative brief keeps everyone in sync, avoiding confusion, missed deadlines, and that dreaded last-minute chaos.

   
   

10. We’re playing the long game.

    A great campaign doesn’t just make noise - it builds momentum. A solid creative brief ensures long-term brand impact, not just short-term hype. We’re here to build something that lasts.

The A&E Mantra: No brief, No project.

We don’t do half-measures, and we don’t work without a strategy. If you want a team that dives in blindly and “figures it out later”- we’re not it. But if you want a brand strategy, a visual identity system, or a product launch that’s sharp, strategic, and built for impact - let’s start by getting the creative brief right.

No brief, no brilliance. Simple.