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A Step-by-Step Guide To Creative Briefs

Peter Landau
Publication date:
April 17, 2019
Article Summary: 

A Step-by-Step Guide To Creative Briefs

A creative brief is a short document used in marketing, advertising and design projects to outline the project's mission, goals and challenges. It is usually written by the creative project manager, but in many cases, an outside consultant is hired to do the job. It is broken down into sections to help describe the project thoroughly and have a well-thought-out idea of what you'll be doing without getting bogged down by the details. It is also a means of communicating what the project is to the creative team, agency or designers that'll be executing the project. The key components of a creative brief are to add company description, explain the project, list the objectives, answer why you're doing the project, what its goals are and whether there's a problem that you're trying to solve or a niche you want to exploit.

The most important details are to define the target audience, list deliverables, note your competition, detail your message, and include a timeline. Defining the target audience involves research, demographic information, and behavioral insights. List deliverables includes format, size, amount, etc. Note your competition and compare and contrast to the competition to differentiate yourself. Detail your message and ensure it aligns with objectives and strategy. Include a timeline to ensure the project is delivered over a specific period.


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Source Citation: 
Peter Landau
A Step-by-Step Guide To Creative Briefs
April 17, 2019
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