A few handy tips and guides for writing a creative brief, to make the job easier and the results better…
This seems like a no-brainer but make sure you start every brief with the basic details necessary to proceed. Contact details, the job and its deadline should not be hard to find so make sure this info is up-front and accurate.
The overview should include the requirements of the job, the context in which it exists, relevant background information (briefly) and the timeline.
Background & Material
It’s important to put jobs in the context of past campaigns, so here is the spot to provide relevant past material. Any carry-over content that remains relevant should also be provided as well as new content, brand guidelines and other information. If the job involves any kind of co-branding, sponsorship or partnership, make sure all relevant background and style and branding specifications for ALL parties are provided.
Who are you trying to reach? What is the demographic, the purpose in communicating with them? What is their relationship to the client? It is useful to supply some detail about the background, likely views and values and density of the target audience.
The Core Message
This is the purpose of your job or campaign, summarised in a sentence. It can also include the call to action if there is one.
Unique Selling Point
What sets your brand or product apart from the competition? This is the most crucial point to made through your communication as it is what will pull your target audience’s attention.
The creative direction should include in greater detail the brand style (including for any associated brands), the desired look and feel, the tone of voice and any other brand specific direction to be considered.