Great creative ideas rarely occur in a vacuum – they are more likely to be a response to a clearly defined problem. So whether you’re dealing with an external agency or handling the job in-house, it pays to start with a comprehensive, detailed creative brief.
Take your time. Get it right. Cover all aspects of the project, and make the briefing information as complete as you can. This gives the creative team the best possible chance of producing work that gets results.
Who defines the brief?
The briefing team should certainly include whoever evaluates the brief, and whoever has the final say.
A comprehensive brief will need information about your product or service and target audience. Ideally, therefore, the team should also include people from marketing, sales and research.
TIP: Try and include the creative team in preparing the brief. They can be invaluable in making sure you cover all points, and produce a clear, focused document.
Measurable objectives?
The more specific the brief, the easier it is to assess the results of the creative work. Although it isn’t always possible to set a measurable objective, this should be the goal.
Defining the Brief
The heart of a comprehensive creative brief should include:
- background information on your company and project
- project objectives
- competitor information
- description of the target audience
- main benefits of the product or service
- core message or propositions
- the response you want from the project.
View the full article here.
http://www.enable-creativity.co.uk/pdfs/creative_brief.pdf
