The Creative Brief

Definition
A

short document that provides the

creative team with a succinct
overview of the most important issues
to consider in the development of an
advertisement or campaign

Purpose
To

inspire copywriters and art directors

by channeling their creative efforts
toward a strategically sound solution
that addresses the clients brand
challenge

Remember,

great creative
originates from a solid strategy

Alternative References

Creative Brief

Creative Work Plan

Copy Platform

Copy Strategy

Creative Strategy

The Most Important Issues

The CB Should Answer
What
Who

are we trying to accomplish?

are we trying to influence?

What

do they think now?

The Most Important Issues

The CB Should Answer
(cont.)

What
Why

do we want them to think?

should they think this way?

How

would our brands character be best

described?

What

is the single most important thing

we can say to influence them?

Other Components of A CB
Creative

Needs

What

type of materials is the creative team requested

to produce?

(Ex. Radio, television, print, outdoor, sales promotion

materials, etc.)

Mandatories
Are

there format constraints that the creative team

should be aware of?
Are there legal restrictions?
Trademarks, copyrights, slogans, taglines, icons, etc.

Components of A CB
Timing
What

is the due date for the creative work?

Internal

review
Client presentation
Budget
How

much can be spent to produce

creative?