3 Keys to a Great Creative Brief

A great creative brief is a vital document that should be produced for every marketing project. Much like the importance of a great kickoff meeting, a creative brief is a critical step that sets a project up for success and offers guiding principles.

The Creative Compass

The brief acts as a compass for the team to see if their ideas are on track. It keeps the team on coursecreative brief is like a creative compass but allows for course corrections when necessary. Emily Cohen does a great job elaborating on this.

A Great Creative Brief Should Help:

1. Provide Context.

You can’t assume that every creative has sat through the same detailed brand briefings and discussions that you have.  Give them a summary of those discussions and take the time to explain why the project is being done, what the overall business and creative goals are, and how this fits into the brand voice.

2. Impose Creative Boundaries.

Having constraints is actually more liberating than when you’re told “the sky’s the limit”. A creative brief is like a map that keeps the team on track while they explore possible ideas and avenues. Without one, your team is at risk of getting lost or, at minimum, wasting time and energy meandering in fruitless territory.

3. Clarify Details.

Address the voice and tone of the project as well as the look and feel. The goals and deliverables should be clear.  Make sure everyone has access to appropriate resources, files, and style guidelines.

Give your team a great creative brief and avoid frustration and wasted time and effort. We’ll post a template on how to write one later this week..

Melanie Barter

Melanie is an executive producer with a creative background in film, digital and marketing. She is originally from Toronto and has worked in Hong Kong, Los Angeles, New York and Chicago. She has been in San Francisco since 2004.

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