Your Problem You need to ensure that your creative agency or team understand the strategic objectives for your company, product and/or program. Our Solution We created the Creative Brief Template to help you communicate the strategic direction for your company, product and/or program to your creative agency so that they can incorporate your organization's corporate ideals in the creative development process. In this Microsoft Word document, you can provide your creative agency with the following information: Background, Corporate Facts, Overall Assignment, Tactical Objectives, Product and Service Facts & Benefits (Client Perspective), Market Overview & Competitive Situation, Customer Profile, Awareness Levels, Key Messaging & Corporate Positioning, Campaign Measurement, Campaign Execution, Proposed Timelines, Budget & Additional Resources. Key Benefits • ensures your creative team understand what to do • documents situation and background • provides corporate facts • save 4 hours on writing & formatting • lists tactical & strategic objectives Microsoft Excel Spreadsheet Estimated Time Required: 2 Hours Skills Required: Business Writing. ![]() Every creative team faces the same challenge of doing excellent work under the most rigorous of deadlines, using whatever resources are at hand. But one effective tool that they use to make sense of all the incoming jobs is the creative brief. In fact, some creatives say that a complete brief is the single most important indicator of whether a. Advertising pioneer, strategist, and author Jon Steel wrote in his 2008 book, 'Different creative people will argue about the relative importance of this briefing process, although most will tend to agree that if a brief is informative, well argued, and insightful, then their chances of creating better advertising are increased and the process of doing so is made considerably easier.' The creative brief is a document that is typically filled out by your account manager or after a face-to-face discussion with the client. How should you structure it so that all involved get the info they need to begin work? We've laid out all the elements of truly effective creative brief template that you can customize to your needs. Why Do You Need a Creative Brief Template? Firstly, the goal of any creative brief is to inform the team about all the details of the work you’re being asked to do. Thus it should contain, at the bare minimum, three things: (which outlines both tone and execution), context (especially useful if the work is part of a greater campaign), and a timeline. But secondly, the creative brief should also inspire the team. ![]() It should synthesize all the information from the customer and from consumer research, and distill it into an idea or a direction that creates a sense of the possibilities. Jon Steel writes in his book that, 'it is at the same time an exercise in synthesis and expansiveness.' This creative brief template we put together is meant to be a guide so your team can build its own later on, based on your needs and circumstances. We're not saying you should use this template as-is — and discard the rest. The Elements of Your Creative Brief Template 1. Contact Details As with any work intake form, specify who the client is, and list email addresses, phone numbers, etc. Unleash Kick-Ass Awesomeness on Your Next Project with the World's Most Super-Awesomest Creative Brief Template Ever! Microsoft Word Doc. Creative Brief Template with 4 printable samples in PDF, Word, Excel format. Free to download. Advertising Creative Brief Template for Word. This advertising creative brief template is concise, but it covers all of the essentials for planning a brand advertising campaign. Objective, target audience, tone, messaging and non-negotiables are all included along with key advertising elements. This Word template should be completed at the beginning of a creative project to ensure all parties are in agreement as to the project objective, direction, and target audience. A Creative Brief is important to help you translate a client's needs, expectations, and objectives into a viable project. How to Create a Professional Creative Brief. You can download our free creative brief template and use it for both personal and commercial projects. For the contact person(s) in that company. Do the same for your internal team. Creative Brief Template Overview This section gives you the chance to talk about the request from a high level. What is this job about? Paint a picture for your team that answers the who, what, and where of the. Provide enough context so that your team comprehends where this job fits in the big picture. Some questions to answer:? Are there opportunities or problems in the market that will affect this job? The Objectives Here's where you summarize the goals of this job. What does the client want to achieve? If it's a customer-facing, what action do you want the end user to take? Or what do you want them to feel or think? Watch the 1:42 video below for some tips on writing out the objectives in a creative brief. The Audience Profile This section tackles the target audience. ![]() ![]() If you build a complete picture of the audience that you must persuade, then your creative team can do a better job of tailoring their work to the audience's needs and concerns. Some questions to answer: Who are they and where do they live or work? How will they be reached? What issues concern them? The Execution Specifics Here's where the main meat of the creative brief lies. This section should hold all the execution details about the deliverable and how you communicate your message, including: • Tone: What is the tone of your written copy and your message? What adjectives describe the feeling or approach? What do these adjectives mean to the customer? • Message: What are you saying with this job? Does messaging need to be developed? What will the audience remember at the end? What similar messages are competitors using? • Visuals: How will the visuals convey the message? Is there a certain visual style the client wants? Are there visuals in place already or must they be created? • Other details: list all deliverables and their formats/measurements. • Timeline, schedule, and budget: When do things need to be done? How much will it cost? We put together a downloadable creative brief template (PDF) that you can use to get started. Enter your email below to grab a copy. What the Creative Brief Template Can (and Can't) Do One thing to keep in mind: no matter how you structure your creative brief, the end result will be like a checklist in how it outlines the information and objectives of a campaign. However, never underestimate the value of a comprehensive, well-thought out creative brief — it can guide the work in a specific direction, inform the team about the details of audience, client, and pain points, and might even be able to inspire the team to generate some groundbreaking ideas., co-chairman and partner at advertising agency GS&P, once likened the creative brief to a fisherman's guide — that person who takes you to the best place to fish, and even provides you with ideas on which bait and lures to use. He won't fish for you, but he provides the fisherman (the creative talent) with the information and inspiration to be successful. Build Your Creative Brief With Wrike Requests While the template we suggest above is perfectly usable as a PDF, you can further streamline the way you accept incoming work requests and how you manage all ongoing creative jobs. Wrike is a campaign management tool used by many creatives and marketers to manage the rhythm and organization of all creative work — from intake to execution and delivery. And allows you to specify all the details you need for your creative brief.
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