Creative briefs are important. Not just for the agency undertaking the task of delivering your campaign but for you and your business. A well-thought out creative brief can really make your campaign. However, if a brief is just an after-thought, missing vital information – your campaign will most definitely suffer.
The great thing about creative briefs is that they not only provide a guide for an agency, but they force you to think about all aspects of your campaigns – ones you may not have thought about before.
A creative brief is…
A creative brief is the foundation of the creative approach the agency will take to developing and delivering your campaign.
It is written by…
Ideally, a creative brief is compiled through in-depth conversations between agency and client. It can be written by the client or by an account manager from the agency, but both parties have to ensure that information included is meaningful.
A brief needs to answer…
A creative brief should addresses the below:
- Background of client and project
Who is the client? And what is the project? What is the problem or opportunity?
An agency needs to develop a solid understanding of your business and brand in order to develop something in line with it. So background information is vital. Details about how and why your business wants to undertake the given project is also important. Outlining the problem the project solves or the opportunity identified will provide great insight and help with the creative process.
What does the client need from agency?
This refers to the size of the project and the materials the agency needs to deliver. This may include:
- Entire campaign or one aspect only
- Complete branding refresh or just a new logo
- Timing, including deadlines and approval dates
- File formats and sizing
There are many more aspects to the scope, so be sure you and your agency cover all the important bits! Include all deliverables needed and be clear on when you need them by.
What are the goals? What are you trying to achieve?
What’s the aim of the entire project? Is it to raise awareness? Increase sales or website traffic? Put it in the brief. Make sure you are clear about how you will measure results of the campaign as well and… put it in the brief.
Who is it for and will they care? Who will become engaged with it directly and indirectly?
Include all aspects of your typical customer. Age, gender, cultural and economical background, and frequency of use of your service/product – any insight you can provide will help the agency.
Who are current competitors?
List companies you consider as your main competitors. What are their key points of differentiation, if any? How is your business or offering different? What is their brand image/personality? How would you like to be different from them?
What tone/image/feelings does client want to portray?
What image or personality would you like to portray? What will be the tone of the campaign? Are you fun and approachable or classy and serious?
If you have ideas of the colours you would like in the project, make sure you include them. Same goes for any that shouldn’t be used!
- Approval process
What is the client’s approval process? Who is involved?
Does your company have strict approval processes that might affect the timeline of the project? Are there certain people who need to see or approve the project at each stage? Will they be away or unavailable for a significant period of time during the creative process? As you can imagine, these aspects play a key part in delivering the project on time..
Remember: the foundation of a successful creative project or campaign is a killer creative brief.
So make sure you dedicate time and energy to it!