What is a "creative brief"?

If you are a specialist in marketing and advertising this article can be useful for you:

Creative brief is a short overview of a creative assignment which usually sets expectations for the project. 

It generally answers the questions such as:

- What needs to be created?

- How will it be used?

- What are the deliverables for the project?

- When are the deadlines?

In order to answer those questions, the creative brief should:

1) Include an overview of your marketing situation, including the "big picture", competition observation, opportunities and/or problems.

2) Describe the objective of the creative brief. Whether it is a commercial, a sales brochure or a website.

3) Describe the target audience.

4) Outline the most important things to say. The single most persuasive statement you can make to achieve the objective.

5) Include RTBs or reasons to believe.

6) Describe how to measure success for example: website visits, units of products sold, etc.

7) Include schedule and budget.

REMEMBER that creative brief should be brief (obviously!) and more detailed than your marketing plan. It focuses on just one of your marketing programs.

Here are two examples of creative briefs by PayPal and Reebok:

?2020 RBBCG