The Creative Brief – Essential to a Good Campaign

Behind every successful design is a good creative brief. With a creative brief, both client and designer (or photographer, or creative director, etc.) should understand the company’s background and the purpose of the project, and share expectations about the creative direction.

Although it may seem tedious, writing a clear brief ensures that the client has a united clear sense of purpose, and helps the designer achieve desired results sooner. Writing a good brief helps a marketing team agree on what they want from a project, and may help them realize that a different approach is required; a creative brief can reflect any weaknesses in a marketing strategy.

I have provided our brief template for download. Please use it for any projects you may be considering.

A creative brief is like a road map. A great brief leads to imaginative and persuasive ads, Web sites or videos. And gets you there quickly.

A bad creative brief starts you off in the wrong direction. So you have to stop, figure out where the heck you’re going, and start again. Or worse, you follow that brief to Trash Town, a total waste of time.

– AdCracker