A good Creative Brief is both creative and brief. Brief in that it is a succinctly and skillfully written document typically limited to one to two pages. Creative, and at its best, a source of artistic inspiration. A Creative Brief is often referred to as the wisdom and thinking of what the marketing is trying to accomplish as well the background and proof that justifies it.
A good Creative Brief does not dictate the creative work but points the creative teams in the right direction, and narrows the scope so that they are not left wandering down the wrong path.
Details include the marketing objectives, the message that needs to be communicated, the target audience at who the message will tailored, and what methods/media will be used. When these details are hammered out at the beginning of the project, then you have a successful marketing experience.
It’s also the best way to measure the accuracy and effectiveness of the creative work. As a creative agency, we know how incredibly easy it is to have a brilliant creative idea that everyone falls in love with, but may be off target. The Creative Brief is often a very important litmus test for us to measure our work and to determine if we are on strategy and ultimately, delivering the message to the brand’s marketing destination.
With larger clients, and larger budgets, there can be multiple Creative Briefs executed simultaneously. They can differ in strategy and goals, especially when marketing to multiple, target audiences. It’s completely acceptable, however the brand manager must keep an eye on the brand story and reputation, making sure there is not conflict but synergy on some level.
We are a full service agency that not only produces memorable and strategically sound creative work, but we can also work with you to develop a Marketing Strategy and Creative Brief to tackle your marketing goals. It can seem like a daunting process, but it’s not! Often the best thing you can do for your business is to allow trained, objective professionals to evaluate what you are doing, help you decide where you want to go, and create a plan for getting there.
For a strategic or creative consultation, please contact us! We would love to help.