What is a creative brief?
I’ve had a few people ask me what a Creative Brief is…
It is a document marketing firms and ad agencies use with clients to gather the information they need to create a marketing campaign.
It gathers all the strategic information plus all the logistics needed in one place.
Here is some more information about creative briefs:
The Creative Brief: 10 Steps to a Better Project
How to Write a Great Creative Brief (includes a template)
Here are two sample templates:
Nancy Schwartz’s creative brief
AdCracker’s sample creative brief
We started out with a template close to those listed above.
But over the years we simplified and streamlined it to get down to the essentials.
Lots of times clients, particularly in smaller companies, don’t like doing creative briefs. It takes too long - it can take 20 hours (often much more) to pull together this information - and some of the questions are hard to answer. They want us to get down to productive work as quickly as possible.
So in our “About My Company” template we have taken out as much as possible while keeping the things we really need to know.
Related Posts
Did you enjoy this post? Why not leave a comment below and continue the conversation, or subscribe to my feed and get articles like this delivered automatically to your feed reader.
Add New Comment
Thanks. Your comment is awaiting approval by a moderator.
Do you already have an account? Log in and claim this comment.
Add New Comment