Jami Oetting says, “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. Its secondary function is to confirm back to the client that you “get” her problem, strategy for solving it, and the objective you must achieve.

So what makes a “great” brief? Clarity. Brevity. Inspirational language (which may include slang and swear words). The creative brief isn’t being published online to the masses for approval, nor does it need to be PC for your client’s board of directors. It does need to grab your creative team by the heart and get them so excited they become obsessed with solving your client’s problem and do so expeditiously”.

12 Questions to Help You Craft a Killer Creative Brief

HubSpot

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