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Creative brief
A creative brief is a document used by creative professionals and agencies to develop creative
deliverables: visual design, copy, advertising, web sites, etc. The document is usually developed by the
requestor (in most cases a marketing team member) and approved by the creative team of designers,
writers, and project managers. In some cases, the project's creative brief may need creative director
approval before work will commence,
Contents
Description
See also
References
External links
Description
In advertising agencies, creative briefs are written after the client briefs the agency (client brief). After
receiving the client brief, the account manager is responsible to sort the data out to come up with a
creative brief (may be in collaboration with creative director).{1]
The creative brief, consisting of a series of simple questions asked by the creative team and answered by
the requestor, becomes the template for the creative execution. As the creative develops, there may be
potential for it to move off track. If this happens, team members can refer back to this mutually agreed
upon document to see where the divergence began.[2) Within an advertising agency environment, it is
typically the responsibility of the account manager to ensure that the creative execution is "on-brief”. :[3]
Creative briefs can come in many flavors and are usually tailored to the agency or group that is
developing the creative deliverable. They know which questions (and answers) are of paramount
importance to them in order to deliver a high-quality creative execution. 4)
The precise nature of a creative brief varies from company to company, however a typical creative brief
may contain:{5!
= Background — what is the background of the project? Why is it being done?
= Target audience — what do they already think about this subject? Is there anything that should be
avoided?
= Profile of the typical user or consumer
= Key insight - what has been learned about the market's attitude to the company, brand or product
= Objectives — what is to be accomplished? How will this be measured and success understood?
= Single message — what is the one thing to tell the audience? What is the single thing they should
remember about the offering? How will they believe what we say?
= Desired customer behavior? (e.g., trial, purchase, recommend)
hitpsion wikipedia orgwikiCreative_ brit 1‘072020 Creative brief- Wikipedia
= Tone of voice (e.g. serious, light-hearted, humorous)
= Mandatories (mandatory elements) — mandatory elements such as the client's logo, address, phone
number and so forth.
= Deliverables — what is to be used to give the audience the message? What is the best way or place
to reach this audience?
= Timeline — how soon is this needed? When is it expected to be done? How many rounds (revisions)
will this project undergo?
= Budget — how much can be spent to get this developed? Is there any budget needed to
publish/fight the creative?
= Approvals — who needs to give the "okay"?
A creative brief must be directional and inspirational. Directional elements refer to marketing elements
(target market, objectives, message, etc.) and inspirational elements refer to tone of voice, feeling of the
advertisement.6
See also
Advertising
Advertising management
Design brief
Marketing communications
References
1, Burtenshaw, K., Mahon, N. and Barfoot, C., The Fundamentals of Creative Advertising, A&C Black,
2011, pp 79-82
2. Ogden, J.R. and Raric, S., The Entrepreneur's Guide to Advertising, ABC-CLIO, 2010, p. 73
3, Morrison, M.A., Haley, E., Bartel, K. and Sheehan, R.E. R., Using Qualitative Research in
Advertising: Strategies, Techniques, and Techniques, and Applications, Sage, 2011, p. 147
4, O'Guinn, R., Allen, C. and Semenik, Rj., Advertising and Integrated Brand Promotion, Cengage
Learning, 2011 pp 371-72
5. Morrison, M.A., Haley, E., Bartel, K. and Sheehan, R-E. R., Using Qualitative Research in
Advertising: Strategies, Techniques, and Techniques, and Applications, Sage, 2011, p. 6;
Burtenshaw, K., Mahon, N. and Barfoot, C., The Fundamentals of Creative Advertising, A&C Black,
2011, pp 69-70
6, Butterfield, Leslie Butterfield (1999). Excellence in advertising. UK: Routledge. p. 304. ISBN 978-
0750644792,
External links
= Creative Brief templates and samples (http://project-brief.casual.pm)
= 5 Questions to Ask in Your Social Media Creative Brief (https://www.meguffincg.com/5-social-media-
questions-to-ask-in-your-social-media-creative-brief/)
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This page was last edited on 14 January 2020, at 11:25 (UTC).
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