It turns out that no two briefs look exactly alike. That’s good.
It speaks well for a document that it can be so important and still be adaptable. It’s organic, not static. (And it’s not rocket science!)
The creative briefs you’ll review here are, quite simply, well-written and inspired documents. And they’re different in one way or another from each other.
But pay close attention to what they have in common. And to the vocabulary used by the writers to answer each section. These examples are from UK agencies. The UK is the birthplace of the art and science of account planning. Many believe that our British cousins are the finest creative-brief writers on the planet. I agree.
It’s my job to help correct this imbalance. Beginning with you. Let’s examine each brief for its strengths and, if we can find them, weaknesses.
Great article on the brief
Moderators: kikikikikiki, diptanshu, Dalbir
Great article on the brief
from Graphics.Com a wonderful article on the brief, talking a Red Cell brief and dissecting it...
- kikikikikiki
- Posts: 463
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Re: Great article on the brief
another great article:
Writing a Good Creative Brief
INTRODUCTION
As a creative, you will be in constant contact with many different kinds of briefs, each attempting to clearly outline specific areas of concern in the advertising or design process.
Just to name a few, there are the Job Brief, Client Brief, Sales & Promotion Brief, Print Production Brief, Broadcast Production Brief, Packaging Brief, Media Action Brief, Media Brief, Progressive Brief, Marketing and Advertising Brief, Creative Brief, and so on.
So what is a Brief?
A Good Brief is:
· A Catalyst to Creativity
· A Process
· A Directional Map
· A Foundation
· A Mini Business Plan
· A List of Needs and Wants
· A Means to Check and Judge Work
· An Engineering Specification
· An Effective Analysis
· An Efficient Distributor of Resources
· A Task
A Brief however,
is NOT JUST ANOTHER FORM. TO FILL!
A Bad Brief:
· Starts you in the wrong direction
· Is a wild-goose-chase; non specific!
· Produces unpersuasive work
· Is a waste of everyone’s time and resources!
“A brief is the proof that we all understand the question
before we provide the answer.”
Neil French
“It takes a great brief to launch a successful campaign”
Mao Zedong
Ultimately, most briefs are simply a list of questions. The people writing the brief answer the questions based information about the ad, the campaign or the project to be constructed. The brief should never become a hindrance to your creative process, but rather it should be a good tool in empowering you or your team with ample knowledge about the task to do a brilliant job.
THE CREATIVE BRIEF
The Creative Brief is a powerful tool used to crystallize your intentions
for the creative team to formulate effective solutions.
(This is usually done by the Account Executive servicing the particular client)
In Advertising, the Creative Brief forms the “arrow head” of the production
process as it dictates the key considerations of the job.
>Client Brief>
>Communications Strategy>
>Creative Brief>
>Media Brief>
>Production Brief>
What’s in it?
All creative set-ups have their own creative briefs to suit their particular kind of job requirements. However, the contents will very often fall into the following sections. It is advised that you use them only as a guide to construct your brief and decide if you need other sections to support your academic project.
Contents:
The brief will clearly state the following:
On the Cover-
· Author (with Student No.)
· Project Title
· Subject and Code
· Submission Date
1. Project Background
2. Aim(s) & Objective(s)
3. Target Audience
4. Consumer Analysis
5. Unique Selling Proposition (USP)
6. Emotional Selling Proposition (ESP)
7. Single Minded Proposition (SMP)
8. Secondary Messages
9. Tone of Voice
10. Desired Response
11. Elements of Communication
12. Competitive Positioning
13. Budget
14. Research
Writing a Good Creative Brief
INTRODUCTION
As a creative, you will be in constant contact with many different kinds of briefs, each attempting to clearly outline specific areas of concern in the advertising or design process.
Just to name a few, there are the Job Brief, Client Brief, Sales & Promotion Brief, Print Production Brief, Broadcast Production Brief, Packaging Brief, Media Action Brief, Media Brief, Progressive Brief, Marketing and Advertising Brief, Creative Brief, and so on.
So what is a Brief?
A Good Brief is:
· A Catalyst to Creativity
· A Process
· A Directional Map
· A Foundation
· A Mini Business Plan
· A List of Needs and Wants
· A Means to Check and Judge Work
· An Engineering Specification
· An Effective Analysis
· An Efficient Distributor of Resources
· A Task
A Brief however,
is NOT JUST ANOTHER FORM. TO FILL!
A Bad Brief:
· Starts you in the wrong direction
· Is a wild-goose-chase; non specific!
· Produces unpersuasive work
· Is a waste of everyone’s time and resources!
“A brief is the proof that we all understand the question
before we provide the answer.”
Neil French
“It takes a great brief to launch a successful campaign”
Mao Zedong
Ultimately, most briefs are simply a list of questions. The people writing the brief answer the questions based information about the ad, the campaign or the project to be constructed. The brief should never become a hindrance to your creative process, but rather it should be a good tool in empowering you or your team with ample knowledge about the task to do a brilliant job.
THE CREATIVE BRIEF
The Creative Brief is a powerful tool used to crystallize your intentions
for the creative team to formulate effective solutions.
(This is usually done by the Account Executive servicing the particular client)
In Advertising, the Creative Brief forms the “arrow head” of the production
process as it dictates the key considerations of the job.
>Client Brief>
>Communications Strategy>
>Creative Brief>
>Media Brief>
>Production Brief>
What’s in it?
All creative set-ups have their own creative briefs to suit their particular kind of job requirements. However, the contents will very often fall into the following sections. It is advised that you use them only as a guide to construct your brief and decide if you need other sections to support your academic project.
Contents:
The brief will clearly state the following:
On the Cover-
· Author (with Student No.)
· Project Title
· Subject and Code
· Submission Date
1. Project Background
2. Aim(s) & Objective(s)
3. Target Audience
4. Consumer Analysis
5. Unique Selling Proposition (USP)
6. Emotional Selling Proposition (ESP)
7. Single Minded Proposition (SMP)
8. Secondary Messages
9. Tone of Voice
10. Desired Response
11. Elements of Communication
12. Competitive Positioning
13. Budget
14. Research