Throw out whatever you learned in school. No one wants to read formal, stilted descriptions full of self-important big words. Write like you speak, and you are much more likely to engage your reader. Pretend you are talking to your best friend.
Writing a creative brief is an exercise in definition. Writing a good brief is also critical to the success of your project. To get things done right without too many rounds of reviewsyou need to make sure your brief communicates exactly what you want. While crafting a well-thought out brief might seem like a pain, it can actually be fun.
By taking the time to write everything out, you force yourself to really think through your campaign. What is a creative brief anyway?. A creative brief is a roadmap for your project.
It tells your team about your vision for the project and your goals, describes the people you want the project to reach your audienceand outlines your brand guidelines.
Why do you need a creative brief?
Writing a creative brief is as much about the process as it is about the end result. Writing a brief forces you to think your project through, from concept to delivery. To make the example more concrete: Suddenly snackable micro-content makes more sense.
Maybe you want to do a series of Betty Crocker-inspired recipe cards instead of one big visual. Your project just got a lot more engaging, a lot more shareable, and a lot cheaper!
Because you took the time to really think through your creative brief. You also saved a lot of time and effort. Rather than send your creative team down the wrong road with a wayward brief, you pinpointed exactly what you wanted before kickoff. Comprehensive briefs focus the creative process.
They make it easier, more efficient, and more effective.
And they vastly improve your chances of getting great results. Remember to be as clear as you can about your vision. If you have ideas for icons or characters, transitions or colors, share them.
What to include in your creative brief: Make sure to be clear about how closely or loosely you want them followed. The primary call-to-action or takeaway message.
Some examples of what success would look like website traffic, sales, etc.All initiativeblog.com images are copyrighted and may not be copied / modified in any way.
All other brand names & trademarks are owned by their respective companies. Generated in seconds at . He wrote it when he was 14 for a writing assignment. Published it when he was 15 and toured with it until it got enough attention that the big six took notice and he got picked up for a publishing contact.
Roger Keith "Syd" Barrett (6 January – 7 July ) was an English singer, songwriter, and musician. As a founder member of the band Pink Floyd, Barrett was the lead singer, guitarist and principal songwriter in its early years and is credited with naming the initiativeblog.com was ousted from Pink Floyd in April after David Gilmour took over .
Doing it right: Putting the creative brief online for the design team is a fantastic idea. With links to the client’s website, design files and the examples they like, it’s everything you need right at your fingertips.
Creative Brief y y Is the outlined instruction for work to be done by the agency's creative team.
A short document at the beginning of a project that defines the task at hand and establishes the strategy for creative and conceptual direction for the project. Creative Brief Sample (BBH) taken from a round-up ad analysis of agency creative briefs.
Provides an interesting insight into how the creative planning and process at other agencies works and their selective approach for each project.