How to write an awesome creative brief

Getting fabulous creative work from your marketing agency depends on the brand team giving the best possible brief to set up the work.  Writing down what you want from your campaign and collaborating with the agency to agree the full terms of reference for the work you are commissioning is of the utmost importance.

You may be finding a new marketing agency to work with or briefing in new campaigns for your existing agency.

Both require communication of the utmost clarity.

And so whether you are a brand who uses agencies; a brand who has an internal marketing department or an agency wanting to use best practice with your brand clients, here are two slide decks and a blog post which will help you to write the best possible creative brief.

Thanks to Dare who created this slide deck as a training event for their internal staff.

Creative Brief Workshop

View more presentations from Nick Emmel

How to write the brief

Putting pen to paper and getting the desired outcomes by describing accurately what you want to happen from the campaign is where this second slide deck is useful.It starts with a template form which requires answers to these statements and questions
  • Brand Proposition – what is it?
  • What do we want to achieve?
  • What is the one key insight?
  • What do we want  people to do?
  • How should we tell them?
  • Why would they?

In the deck the authors show good, mediocre and poor ways

How To Write A Creative Brief, by True Digital

View more presentations from True

B2B marketing briefing rules are different

Why is Business to business marketing different from business to consumer?  Well the main reason is that although a business is staffed by people (who may be consumers) the language and method of selling by one business to another is not the same.
And so we have found you a B2B example of how to write a brief. Make sure you read the comments below the post as they are also informative.
9 replies
  1. Henry Jakson
    Henry Jakson says:

    Thank you for your blog post. I
    found so many interesting stuff in your blog especially its discussion you are
    a brand who uses agencies; a brand who has an internal marketing department or
    an agency wanting to use best practice with your brand clients, here are two
    slide decks and a blog post which will help you to write the best possible
    creative brief.I am not the only one having all the enjoyment here! Keep up the
    good work. Thanks for nice information..
     

    Business Consultant

    Reply
    • Rebecca Caroe
      Rebecca Caroe says:

      Fraser – your link to the creative brief didn’t show up. Plus your copywritercollective site is down. Do re-send to me if you’d like a considered answer and some feedback.

      Reply

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