responsibilities.Great creative briefs have one primary function -- to inspire your creative team to come up with the most brilliant and effective communications response to solve a particular problem.
Creative briefs also help to solve any misunderstandings before people start getting to work. This document should clarify for everyone involved -- copywriters, designers, developers, and most importantly, the client -- all the aspects of the project, the goals, and even the timeline. The brief should confirm to clients that you understand their problem and have a strategy for solving it.
The creative brief is the starting point from which every decision and movement made on the project should align with -- and that means it is also a type of “living” document. As you know, campaigns and projects change, requirements are added or removed, and new insights are discovered. You can update this document as the project evolves to make sure everyone remains focused on the underlying issue and everyone knows her
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