Before a campaign meeting, Maya reads a brief for a new planning app. She looks for five things: the goal, the audience, the offer, the channels and the results the team expects. The goal is to get 200 free trial sign-ups in four weeks. The audience is small business owners who struggle to plan social media posts. The offer is a fourteen-day free trial, with no payment details needed. The team will use Instagram ads and email. The total budget is €2,000. Maya writes a short summary: “We want small business owners to try the app because it can make planning posts easier.” Then she checks what is missing. The brief does not give a launch date or say who will prepare the ads. She adds two questions for the meeting. A useful brief should help everyone understand both the campaign's purpose and what they need to do next.

Recebes um brief em que o objetivo e o orçamento não são compatíveis. Faz as perguntas que faltam, mostra a diferença entre o que se pede e o que o orçamento permite e propõe um ajuste. Dizem-te que o objetivo não muda. Propõe o que cortar para o alcançar.

Escreves a devolver um brief cujo objetivo não cabe no orçamento. Escreve 3 a 6 frases em inglês. Resume o pedido, mostra o desajuste, apresenta duas opções, a tua recomendação e o que precisas decidido.