The Five Rs of Developing a Creative Brief

The Five Rs of Developing a Creative Brief

When kicking off a new project, one of the most important elements is the creative brief. It acts as a foundation, providing creative teams with strategic direction and a jumping-off point for the project. Developing a brief is an art as much as it is a science. Sanda Fischer, an Account Supervisor at Elemental uses a “Five R” system when writing briefs to maximize their efficacy.??

Step 1: Research?

A strong foundation for any brief is taking the time to deep dive into the ask, even if it’s a client you’re very familiar with. Beyond carefully reviewing the client brief, research what competitors are doing, read articles related to the topic, investigate the target audience’s habits and look at past creative/messaging work. Gathering information in the upfront is essential to build expertise on the ask and helps to bring colour to your writing.?

Step 2: Regroup?

After reviewing the client brief and conducting research, connect with the client on any key learnings and questions that came up. This helps solidify the brief’s direction plus shows thought leadership and care for their business.?

Step 3: (W)rite?

Now it’s time to take all the information collected and put fingers to keyboard. Be strategic when writing. The purpose of a brief, after all, is to be brief, but you don’t want to exclude any key information. Clearly defining the project along with timelines and deliverables are vital components to a successful brief. If there’s a hefty amount of supporting information, consider creating an appendix that summarizes research for the team to take away.??

Beyond the technical aspects of a brief, write to excite. This is the moment to bring that colour to your writing. The creative brief is the foundation of any project, and the team should not only be well-equipped but also inspired.??????????????????????????????????????????????????

Step 4: Review?

Take a step back from the brief and review. Asking key questions is paramount here. Does the creative brief address the client’s business/communications goals? Is the writing concise? Have you provided the creative team with all the tools, information and inspiration for the ask? Are timelines and deliverables clear? Getting a colleague to review and provide feedback during this step is of value, as they’ll be able to provide their expertise to further strengthen the brief.??

Repeat?

Repeat steps 3 & 4 to optimize the brief. Continue editing prose, reviewing grammar and refining the ask until all vital information is captured. From there - you’re ready to present!???

(Bonus) Reveal??

It’s now time to send the brief off into the world. Book time to meet with the creative team to present the brief live. Practice in advance so you can speak to all pieces of the brief and weave in anecdotes instead of reading off the page. This makes for a more compelling and stimulating meeting. Be prepared to answer questions and update the brief if needed based on the discussion. Immediately follow up with the brief and any supporting pieces (like the appendix) so the team can get working.??