A creative brief, as time consuming and laborious as it can be, is absolutely essential for a creative team.  The brief makes sure all parties working on the account are on the same page before the project even starts.  A good creative brief should be short, sweet and to the point.  It should include the following points:

  • Client (brief background)
  • Product or service
  • Target Audience (any research defining specifics)
  • Brand attributes, promise, mission statement
  • Business Objectives
  • Competitive landscape
  • Compelling offer
  • Call to action
  • Defined success of campaign
  • Approval process
  • Timelines
  • Budget

Everyone on the team should work together to create a complete and integrated brief.  It should not be created by the AE and then distributed to the rest of the team.  One of the most important aspects of the creative brief process we have learned is always having the client review and sign off on the brief.  That alleviates any back and forth over objectives after creative options have already been presented.  Well defined parameters keep everyone focused and moving in the right direction.