Welcome to the
LEAP Brief Builder

Here’s a few reminders before your team gets started.

The perfect brief team consists of a brand strategist, or planner, an account person and a creative director.

A good brief presents a business problem. Briefly. A good brief team does not cut and paste the client's brief into this tool.

The best briefs inspire the team to solve the business problem by presenting interesting human insights as leaping points.

A brief matters because it distills and documents conversations between the client and the agency. This mitigates surprise and helps define the boundaries of what's delivered to client - informed by the statement of work. Most of all, it's designed to inspire smart work that drives business results, and strengthens client relationships.