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.
How to write the brief
- 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
B2B marketing briefing rules are different
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
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.
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.