How to Write a Creative Brief «

How to Write a Creative Brief


The creative brief is the foundation of any advertising or marketing campaign. It’s the treasure map that creatives follow, and it tells them where to start digging for those golden ideas. Or at least, it should, if it’s any good.

A good creative brief is hard to come by. A combination of lack of knowledge, increasingly tighter deadlines, bad habits, laziness, poor account management, bad creative direction, or all of the above, contribute to this document becoming an afterthought in many agencies. But done right, everyone benefits.

So, although it would take a book to explain how to write a great brief, here is a step-by-step guide to getting on the right track.

Difficulty: Hard
Time Required: 1 – 2 weeks
Here’s How:
1.Start With The Client

A creative brief is an interpretation of the client’s wishes. As a good account manager or planner, it is your job to extract everything you can from the client, and condense it. You want to know as much as you can about the product or service. So sit down, in person if you can, and ask every conceivable question. What, why, when, how much? Squeeze every last drop of info from the client. You’ll need it.

2.Use The Product Or Service

This is crucial. If it’s at all possible, get samples of the product you’re selling. If it’s a service, test it out. If it’s a car, drive it. If it’s fast food, go and eat it. Experience everything. The more you know, the better your brief will be. You can explain the strengths. You have personal perspective. Great advertising, like the original VW campaign, is based in the product. It’s focuses on it. Soak it all up before you write.

3.Put Everything Down On Paper

Or on your screen. But get it all down. Write about first thoughts you had, the goal of the client, the budget, the time line, the obstacles, and everything else that you have collected. Spew it all out, because you’ll be using this to make a great brief.

4.Organize Your Thoughts

Now that you have everything you need to work with, it’s time to start putting it into something useful. Every creative brief is different, but they share similar traits. Here are the most common sections of a creative brief, your information should go into these:

 

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