The Creative Brief: 3 Examples to Help Drive Creative Agency Success

Earlier this year, we completed two Webinars on using creative briefs in the design process. These Webinars were very well attended and I’m not surprised. The term “creative brief samples” is a highly searched term on the web.

Since the Webinars and our subsequent posting of briefs for critique by the users of FP, we have developed 3 creative brief examples to contribute to this discussion. You can download your examples below.

The Classic Creative Brief

The classic creative brief covers the general requirements of gathering the facts and views and providing that information within the scope of the job.

Our classic sample received some great constructive comments, and based on this the attached sample now has some new components.  These additional components include:

1. additional opportunities to define audience segmentation
2. inputs for key messaging by segment and insights around the broader competitive market

I also received some great comments around core communication pillars and required items in all channels. The updated Classic brief is far more relevant and is refreshed. I want to thank those clients of ours that provided these insights and in particular Darrell Wehlmann from Brand Tackle.

The Classic Creative Brief with Intake Form

If you’re using a system like Function Point, you may have clients making requests of you through a client portal.  The portal is like a window into your operation that clients can use to interact directly with you and your team.  In Function Point, the portal allows clients (with permissions) to make job requests, and while doing so gives you the information and files required to initiate work.

If you take a close look at this brief, you will see that section two is all about the required assets, style guides or examples of old work that may be provided in addition to the job initiation details included in the classic brief.

In using this system, your clients can now start the briefing process.  They have control over initiating work, getting files they deem relevant into the hands of the creative department quickly, and kick-starting the process with you.  Of course, this aspect of interacting with clients is not for everyone.  In practice, it is the younger agency that is embracing these technologies and pushing them out to their client users.

The Strategic Creative Brief

Originally developed based on a combination of the creative brief and a posting by Tony Mikes at Second Wind:

The strategic creative brief takes a different approach than the more traditional creative brief. It pulls together a higher-level view of the environment that the client is operating in. In addition to competitive landscape questions, it asks questions around innovation, regulation, product and the culture of the company.

In application, the strategic brief may be looked at as the overarching definition of the client’s landscape, their operating reality and what may be required when developing a broader brand strategy that includes a number of tactical deliverables.

In Summary

Function Point’s recent release updated the Brief components allowing for multiple forms to be used with any individual job.  That is, users can have a user intake form, a creative brief, a print specification (or any specific form that is used within their organization) created and posted for use within FP.

As I stated in my earlier posting, the creative brief is very important to the successful delivery of a creative strategy.  It lays out important points for the team, including creative objectives, current situation and audience.  It sets the tone for the launch initiative and can drive the background thinking for everyone on the creative team.

The creative brief samples shared here can easily be manipulated to fill a variety of activities that may be unique to the positioning of your firm.  In my opinion, the most important aspect of the creative brief is ensuring one is completed for every job!

Let me repeat!  Every Job!

Chris Wilson

Founder & CEO

Chris started Function Point over 20 years ago in his basement as a way to help professional service agencies run their businesses more efficiently. Since then he’s grown FP into an international success, working with over 600 agencies from around the world and continues to run the company from the head office in Vancouver, Canada.