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 client’s 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 are we trying to accomplish? Who are we trying to influence? What do they think now?

The “Most Important Issues” The CB Should Answer (cont.) What do we want them to think? Why should they think this way? How would our brand’s 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?