ONLINE EXCLUSIVE: Shop Talk's Master Marketer: The Brief Statement That Breeds Success

This really should take less than an hour if you’re organized! Inside an agency, it’s usually written by an account planner and their client, who's interviewed by the account planner to create the form.

In a freelance environment, there are many iterations. If the client is knowledgeable (as you are now, for having read this article), they kick it off and fill in what they can as thoroughly as possible. Then they ask their creative team to discuss it, and together they fill in the missing information through the freelancer’s questions and knowledge of what's needed.