Creative brief
DefinitionCreative Strategy
Creative brief
The short document that turns strategy into a creative assignment: the problem, the audience, the single most important thing to say, the evidence for it, and what the work must achieve. The most leveraged page in advertising - a sharp brief multiplies every hour of creative work that follows, and a vague one taxes it.
Evidence from the library
55% clear objectivesWhat agencies say is missing from briefs is objectives, not inspirationStatCreator briefs fail at two extremes - total script control and no direction at all; a sandbox brief with one message and context works better.Warning90% and 92%The brief is the most valuable and most neglected tool in marketing, and both sides say soStat78% vs 5%Marketers believe their briefs give clear strategic direction; agencies almost never see itStat89% and 86%Both sides agree good creative work is hard to produce without a good briefStat
Put it to work
Source
Marketing Definitions
standard agency practice
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