How to write an awesome creative brief

Estimated reading time: 2 min

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.
200 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

  2. Fraser Creative copywriter
    Fraser Creative copywriter says:

    Thanks. Nice article! As a freelancer I know that a proper brief is a rare thing. An excellent brief even rarer. But when you do get a good one the job is so much easier!

    I also wrote an article about the Creative Brief as it relates to freelancers and would love some feedback.

  3. 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.

  4. ラブドール
    ラブドール says:

    with the cries of the headsmen and harpooneer andthe shuddering gasps of the oarsmen,with the wondrous sight of theivory Pequod bearing down upon her boats with outstretched sail likea wild hen after her screaming brood,人形 エロ

  5. ラブドール
    ラブドール says:

    ダッチワイフ エロalways silent about hi had said nothing of this to Frederick went too deep into her heart for her to talkabout him.He was having an extra bout of work finishing another ofthose dreadful book and had been away practically continually thelast few week and was away when she lef Why should she tell himbeforehand? Sure as she so miserably was that he would have noobjection to anything she did,

  6. crotchless panties
    crotchless panties says:

    I’m amazed, I have to admit. Rarely do I come
    across a blog that’s both educative and entertaining, and without
    a doubt, you have hit the nail on the head.

    The problem is something which not enough men and women are
    speaking intelligently about. I’m very happy that I
    found this during my search for something concerning this.sexy lingerie

  7. Your code of destiny
    Your code of destiny says:

    I’m really impressed together with your writing abilities as smartly as with the structure for your blog. Is this a paid topic or did you customize it yourself? Anyway stay up the nice high quality writing, it is rare to look a great weblog like this one these days!

  8. エロ 下着
    エロ 下着 says:

    Tumupad na ang mga mayayaman at ang mganacacacaya sa pagcab?hay sa mga nagpamana sa canila ng caguinhawahan;kinabucasa’y sisimba sila sa tatlng misang gagawin ng bawa’tsacerdote,エロ 着物mangagbibigay sila ng dalawang piso at ng ipagmisa ngisang patungcl sa calolowa ng mga namatay; bibili sila,

  9. ラブドール セックス
    ラブドール セックス says:

    高級 ラブドールShould he suddenly take it into his head that he would likesome salmon fishing he will have to spend ten days and several hundreddollars in recrossing Europe to reach the fishing streams of Norwayandthen pay a good round sum for the privilege of fishing in them when hegets there.On the other h one can leave Tacoma by train or motor-carand reach the slopes of the second highest peak in the United Statea mountain higher and more difficult of ascent than the Jungfrau,

  10. ラブドール
    ラブドール says:

    consider focusing on the relationship itself—on your own or with a therapist who can help you to address the ways in which you communicate and support one another.”

  11. Ред флаг опасный сигнал в отношениях.
    Ред флаг опасный сигнал в отношениях. says:

    Установление здоровых границ создает естественную гармонию между разными сферами жизни, защищает право на личную конфиденциальность и
    открывает прямой путь к подлинному счастью,
    недостижимому при постоянном жертвовании собой.

    Видео. Личные границы. Забота о себе.

  12. sexy plus size halloween costumes
    sexy plus size halloween costumes says:

    a lace-up back and adjustable shoulder and garter straps.What’s not to love?Bare Necessities Va Bien Longline Convertible BustierStrapless White CorsetGuess what? You could wear this lace corset as bridal shapewear under your wedding gown or sport it completely on its own.sexy velma

  13. body suit​
    body suit​ says:

    velma cosplay sexyif you know that whoever you’re shopping for is already an aficionado of fine lingerie,how about indulging in something to take their collection to the next level? A sheer lace slip makes for a beautiful addition and will easily pair with their existing black lingerie sets.

  14. bodysuit women​
    bodysuit women​ says:

    sexy velmawe’ve included shoppable lingerie pieces—from sexy corsets and bustiers to sultry bralettes and camisoles—so you can snag your favorite looks.Bikini UnderwearA sexy pair of underwear can stand alone or be paired with a matching cami or bra for a low-maintenance (but high-impact) look.

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.