Why Challenging a Brief is Smart Problem Solving
- Melissa Campbell
- Apr 18
- 5 min read
Updated: Apr 29
In our industry, a client brief is often treated like a a checklist of deliverables waiting to be actioned.
If we take a client brief at face value, tick all the boxes without question, and then jump straight into execution mode... we’re not really doing our job are we?
Interrogating or challenging a brief is one of the most important parts of our creative process.
If we don't... We’re not being creative partners. We’re not being problem-solvers and we definitely won't be delivering the best results for our clients.
A Brief Is Only a Starting Point, Not the Final Destination
The best briefs give us a glimpse into what you as the client want to achieve. A brief should outline objectives, target audiences, deliverables, timelines, and budgets. That’s all very useful information. But, what they rarely show on the surface is why these things matter to you.
We believe every brief should be treated like the opening chapter of a mystery novel and not the full story.
Our clients are often under pressure to get things moving quickly and briefs can end up being a quick list: “We need an event on X date,” or “We need a campaign to promote our new product.”
At Just Honest Events, we don't see it as our job to "just make the thing". It's our job is to understand what you are trying to do and use our expertise to help achieve it.
The Role of Curiosity in Creative Delivery
Sometimes we don’t always know exactly we need, which is not a criticism. It’s the sole reason that clients come to experts like us in the first place.
We bring the value of distance, objectivity, and experience; with that comes responsibility. Responsibility to ask the smart questions. To poke the brief, stretch it, or even flip it upside down if needed. Because, that’s how we move forwards into a more strategic partnership and ultimately deliver the best results.
When challenging a brief, here are some of the questions we ask:
Why now?
What does success really look like?
Who are we trying to influence and what do they care about?
What happens if we don’t do this?
Is this really the best way to solve the problem?
That last one is critical to us because sometimes the answer is no, and that’s okay.
Creative Bravery Starts With Challenging Assumptions
Here’s a scenario most agencies will recognize...
Our client wants a large-scale live event to launch their new product. It’s what they’ve done before. It’s what their competitors are doing. The brief says “Deliver a high-energy, high-profile event to create buzz around our new product.”
After a few smart questions it turns out:
The product is still in development.
The target audience is niche and needs technical education more than dazzle.
The real goal is lead generation, and not brand awareness like they initially thought.
Suddenly, the proposed event might not be the best solution. Instead, maybe it’s a series of exclusive, content-led experiences. Maybe it’s a hybrid format with a strong digital follow-up strategy, or, maybe it’s not an event at all?
Our point is unless we interrogate the brief, we’d never uncover this. We’d deliver what was asked, but not what was actually needed.
It’s Not About Us Saying “No”. It’s About Finding the Better “Yes”
Challenging a brief doesn’t mean we are being difficult. It doesn’t mean rejecting our clients' idea or slowing down progress. It means we are being intentional and deliberately digging deeper.
It means saying that we hear what you’re aiming for, but, we'd like to take a moment to make sure we’re solving the right problem, in the right way. Our clients then start to see that we are not just executing, we are thinking, we are invested in the outcomes not just the output.
The Best Work Happens When the Brief Evolves
Some of the most successful campaigns, events and activations didn’t come from following a brief, they actually came from someone reimagining it. Taking the time to step back and take a fresh look at what you are trying to achieve.
By doing a deep dive, by asking questions, and, by refusing to take things at face value, we unlock a better way of thinking. The kind of thinking that leads to creative and effective solutions.
There can be nothing worse than delivering a perfectly executed idea that completely misses the mark. It’s a waste of your time, budget, and opportunity.
A Collaborative Mindset
Our process of challenging a brief is about showing our clients that we can help. It’s about co-creation.
When we ask questions, we bring our clients into the thinking process. We create a shared understanding of the challenge and a shared investment in the solution.
It’s also where empathy comes in. All of our clients have internal stakeholders, pressures and their own set of KPI's to meet. They have already fought the battle to get sign-off for the work. So, rather than tearing their brief apart, we ask questions that support them, strengthen the direction and build confidence in the path forward.
At Just Honest Events, we interrogate with care, with curiosity, and with a commitment to delivering work that makes a difference to the brands we are supporting, because solving the right problem wins long-term impact and long-term partnerships.
So next time, when we say, “Can we talk about the brief?” know that it's the beginning of a creative journey to deliver the best possible results for you.
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