Creative Brief
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- ninjasavant
Having worked in house most of my career I've never had to write one. Now I do. Does anyone have any templates or examples they'd be willing to share my way? Thanks.
- MrDinky0
Project Summary
Objective
Attributes / teams
Time to market / details
Specification / details
Background info (optional)
- vaxorcist0
I once worked in an agency where we had the usual, but added a category called "central insight" into the constomer's mind... an example would be:
A central insight into buyers of SUV's is that they feel small and powerless, caged up in workaday cube offices, they want to be powerful, on top, and able to escape to the grand canyon at a figurative moment's notice
- So.. the "BS statement"? loladev
- not really BS.... just the "irrational, real reason" people buy X rather than Y....vaxorcist
- cars are classic examples of how people buy based on irrational but justify based on "back-rationalisatio...vaxorcist
- this is totally how I feel... and I totally own an SUV. Well played market insight, well played.monNom
- letters20
There are many ways, fields, categories of things that are possible to cover in a brief. I'd suggest not just filling out categories because they are in an example – the idea is to identify what needs to be communicated and cover that. Objective/s, team, scope, do you want cost in there, expenses, extensive legalese, market objectives, specifications, etc. Find a few eamples and put together what works for you. Ideally, you want a document that serves both you and the client as a reference for the expectations of the engagement.
- vaxorcist0
A good creative brief is also your weapon to protect your ideas from client's random last minute additions... if you've nailed down a number of key concepts about your target audience, whenever client has random idea like "huge video 3d spinning logo flash intro" you can point to your creative brief where it says "audience of Gen-Y iphone users who click fast and refuse to wait for slow downloads"
- ninjasavant0
All good input, thank you all very much.