Creative Briefing October 2023 (2024)

FAQs

What is the key message in a creative brief? ›

Prepare the key message.

It explains why your target audience should stop what they're doing and pay attention to your campaign. The key message includes the pain point, what the audience's experience might be like without the pain point, and the benefit they'll receive as a result of your company's solution.

A creative brief is a short 1-2 page document outlining the strategy for a creative project. Think of it as a map that guides its target audience—the creative team—on how to best achieve the campaign's stated goals. The account manager usually creates the creative brief in close consultation with the client.

This creative brief gives us the essential information that can help designers. So, with that information in mind, the goal is to tell a story while keeping in mind the five key considerations (context, people to people, conflict, focus, and keep it moving).

Don't be too prescriptive in your brief, Talcott says. Describe the problem, but let the creative team think about the solution. “If the marketer goes in with a preconceived idea and says, 'I want the creative team to execute my idea, you may as well not have the creative team',” Talcott says.

The person in charge of the overall project, usually the account or project manager, prepares the creative brief and usually oversees the entire project.

The first step to writing a creative brief is to encapsulate the company's background, mission, core values, and a snapshot of its history. The purpose of this is to provide the creative team with the necessary background and context to understand the nature of the business.

So, we've broken down a standard format for you to follow to ensure no details are left out. A creative brief will generally be a single page — two pages max — as shown in PayPal's example below. Here's a more detailed look at what to include, as well as some top tips on how to create a quality creative brief.

In a creative brief, you articulate your vision and justify its benefits, as well as plan how you will target your audience. From the beginning, a creative brief puts everyone on the same page before launching a project. A well-written creative brief will save you time.

A good project brief will clearly show how a project team is expected to handle these constraints - what to prioritize and where to make adjustments. A creative brief is used in projects that require creative strategy such as branding (or rebranding), ad campaigns and graphic or multimedia design.

How to question a creative brief? ›

So, we've broken down a standard format for you to follow to ensure no details are left out. A creative brief will generally be a single page — two pages max — as shown in PayPal's example below. Here's a more detailed look at what to include, as well as some top tips on how to create a quality creative brief.

Your project brief should only include your project objectives, timeline and schedule, target audience, and project scope. Think of your project brief as a shorter document that high-level project stakeholders can read and project team members can check back on frequently.