Counter-brief
A counter-brief is the document in which the recipient of a brief replies to the client to confirm, question or reframe the assignment
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It is usually written by the agency or team that will carry out the work. It sets out how the problem has been understood, flags missing information or contradictions, and may propose a different approach, objectives or scope before work begins.
Its purpose is to align expectations and avoid starting a project on mistaken assumptions. It is not a creative proposal but a preliminary step that adjusts the starting point. For example, if a brief asks for “a social media campaign”, the counter-brief might argue that the real goal is retention and that another channel fits better.
Also known as
Reverse brief, Re-brief
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