1. ©2018 CG Life. Confidential.
The Importance of a
Creative Brief

2. ©2018 CG Life. Confidential.
What is a Creative Brief?
Identifies the
important key
benefits for a
campaign or launch
Serves as a
guide for the
creation of new
materials.
Tells the story and
explains why it’s
important to the
audience
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3. ©2018 CG Life. Confidential.
Why is a Creative Brief Important?
A good creative brief
builds a consensus
for one important,
key benefit
A poor creative brief
can waste time and
money

4. ©2018 CG Life. Confidential.
Best Practices for Your Creative Brief
Keep it short and sweet
Identify 1 simple, key benefit
Use proof to support the
key benefit
Get team consensus
Choose your audience
Define a Call-to-Action
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5. ©2018 CG Life. Confidential.
Get Cracking, But Be Brief

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Questions?
What will you say?
How will you say it?
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Not Sure?
Say no more. Contact us @ CG Life
Need more answers? Check out our Life Lessons
Need more words? Read about creative briefs