How to handle a creative brief by M&C Saatchi

Having originally studied architecture in Edinburgh, Jason Little’s CV includes several years as a creative director with Landor Associates in Sydney and Paris, and numerous accolades from the likes of D&AD, New York Type Directors Club and AGDA. Last year he returned to Sydney to lead the creatives at M&C Saatchi’s Re: Brand agency. We asked Little for his expert advice on how to get the most from a client brief...

Computer Arts: Tell us about some really good briefs that you’ve worked with – what made them so inspiring?
Jason Little:
It’s always great to be part of the initial conversations with the client because that’s where their creative appetite can be gauged. It’s also where the smallest comment or insignificant detail can seed a thought or idea and then be built into the brief.

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