When a teammate is expecting a baby, the agency usually sends a gift. But this time, we saw a chance to turn that tradition into something more meaningful—and more memorable. Our brief: welcome agency parents in a way that only an agency could.

Babies are basically clients. They’re demanding, vague, have no concept of deadlines, and change the brief every five minutes. So what better way to help new parents than by preparing them the way we prepare for everything else: with a strategic, well-packaged brief?

The Baby Brief: Tactical materials to help parents prep for the biggest assignment of their lives.

We treated each incoming baby like a new account.

Inside each customized box, parents found:

• A onesie and pacifier for their newest client

•  A detailed baby brief, outlining the considerations (helpful tips from other agency parents) and deliverables (heartfelt wishes and a little gentle hazing).

• Became an internal culture piece that employees genuinely looked forward to

• Shared widely on social as an example of thoughtful, clever self-promo

• Won Silver at the American Advertising Association Awards

• Sparked laughs, conversations, and a lot of love within the walls of the agency

Concepted, wrote and creatively lead the development of the kit—from brand voice to brief copy to packaging and final presentation.