Sample creative brief (you’d be crazy to start without one)

Sample creative brief (you’d be crazy to start without one)

HOW TO WRITE AN EFFECTIVE CREATIVE STRATEGY STATEMENT:  KEEP THE BRIEF BRIEF

There’s one absolute prerequisite for getting great copywriting and marketing creative:  provide a great creative brief. It’s also the one  that seems most routinely ignored, whether by global ad agencies or bootstrapping start-ups.  It’s really not that hard; just keep these three rules in mind:

1.   Creative Brief Rule #1:  Throw out the kitchen sink
Unfiltered, unprioritized background information only confuses things.  Try discussing the background with your copywriters and art directors and then give them a little “homework,” competitor links, research summaries or other reading, etc., to bring themselves up to speed and make themselves part of your knowledge base (versus just treating them like the kids with the pencils and crayons).  In fact, do this BEFORE you write your creative strategy, and make your most creative thinkers part of that process.  After all, the strategy is the idea; the copy, design, etc. is just how the idea gets expressed.

2.  Creative Brief Rule #2:  Strip it down to the essential brand truth
Once you’ve chucked the kitchen sink, you can concentrate on the essentials.  What’s the key benefit – the true emotional/rational payoff that your brand can actually deliver (your simple brand truth)?  What’s the main message?  What are the prioritized support points that make yours a self-evident truth?  What’s the profile of your target audience?  As you’ll see in our sample creative brief, we believe there’s no excuse for letting these documents exceed a single page.

 3.  Creative Brief Rule #3:   Stick to it
Creative strategy statements aren’t simply useful for initiating a project – they need to be used as the objective measure of creative success in the inherently subjective realm of creative development.  Replace “I’ll know it when I see it, and that’s not it” as a critique with “I think that’s off strategy because…”

DOWNLOAD OUR TEMPLATE ON HOW TO WRITE A CREATIVE BRIEF
Here’s a simple Q&A template for a creative  strategy statement from Creative on Call, the branding consulting firm and creative project agency that provides the bestfreelancecopywriter.com portal.

Download > Creative Brief Template

 

 

 

Leave a Reply

Your email address will not be published. Required fields are marked *

*

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>