How to Write an Effective Creative Brief in an Advertising Agency
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Creative briefs are fundamental for the success of advertising agencies and design firms. It facilitates the communication among account executives, production teams and clients. Today, I would like to share with you some ideas around how to write an effective creative brief.
First and foremost, I would recommend keeping in mind the main purpose why we write creative briefs. When writing a creative brief make sure to identify the main factors that drive the creative strategy from your client. An effective creative brief should contain complete information about a project, key messages, objective and target audience. I personally speak with many creative directors on a daily basis and one of the main challenges they experience is how to bring to the agency complete information so the creative team and your client are on the same page.
Are creative briefs initially filled in by clients or by your account executives? We have seen many advertising agencies using ad agency software to facilitate the development of creative briefs. Having said that, depending on the workflow management software you use, you will have the opportunity to create brief templates, which can be used by your clients through a client portal. For instance, at fp we offer a client portal where your clients can log in and submit different creative briefs depending on the type of work required. Thus, you can develop a creative brief template for brochures, website development, collateral, to name a few.
As part of a comprehensive creative brief, I would suggest to start with an overall project description, business objectives, provide clear set of expectations, client strategy, target audience, timeline, delivery date, budget and any other information that will help you and your creative team to better understand your client’s vision.
Hope you found the information useful for next time you write a creative brief. That’s all for now, see you on our next blog post. Stay tuned!