The following thesis is dealing with the process of briefings in creative industries. It is also discussing the mechanisms, that are necessary to alter the rigid way, briefings are currently made. It gives attention to the potential that bilateral briefing processes have when understood as the solid base of each creative assignment and one of the most impactful tools in creative work.

 

The theoretical part analyzes the relationship between creative agencies and their customers and the importance of briefings in the daily routine of both groups. The thesis explains which impact creative briefings have on a successful partnership. Further it illuminates creative methods and their functions in making the process of briefings more transparent and a true experience for creative agencies as well as for their customers.