Defined and embedded a structured briefing framework to bring clarity, consistency and scalable creative delivery across a multi-brand portfolio.

Role
Studio Manager | Creative Operations Lead
Led briefing strategy, stakeholder alignment and creative intake governance across Brand, Marketing, Commercial and Studio teams.

Challenge
Inconsistent briefing quality impacted delivery efficiency and creative effectiveness.

Briefs often lacked clear objectives, audience insight and strategic context – leading to rework, extended feedback cycles and misalignment between business intent and creative execution.

Approach
Repositioned briefing as the foundation for delivery – introducing a standardised framework to align objectives, insight and stakeholders upfront.

Delivery
• Standardised briefing structure across teams
• Introduced approval checkpoints to reduce rework
• Embedded consistent briefing standards through workshops
• Established structured intake to improve visibility and prioritisation

Impact
• Reduced rework and feedback cycles
• Improved alignment between business intent and creative output
• Increased delivery efficiency and stakeholder confidence
• Established a scalable model to support growing studio demand

Scaling the Model | AI-Enabled Intake
Structured briefing evolved into a systemised intake model, enabling consistent data capture, prioritisation and the foundation for AI-assisted triage and workflow routing.