An understanding of the Creative Brief.

1. GD3

2. I DON’T KNOW THE RULES OF GRAMMAR… IF YOU’RE TRYING TO
PERSUADE PEOPLE TO DO SOMETHING, OR BUY SOMETHING, IT
SEEMSE TO ME YOU SHOULD USE THEIR LANGUAGE, THE LANGUAGE
THEY USE EVERY DA, THE LANGUAGE IN WHICH THEY THINK.”
DAVID OGILVY
SOURCE PINTERES

5. The CREATIVE BRIEF

7. Whywrite aCreativeBrief?
Briefs help keepprojects running smoothly,
prevent misunderstandings anddelays by:
+ Connecting objectives with creative strategies
+ Building team consensus
+Aligning expectations
+ Defining clear,measurable goals

8. What’sincludedin aCreative Brief?
Keyelementsof the creativebrief caninclude:
+ Backgroundinformation onthe company,product
orservice
+Insightinto thetarget audience
+Brandattributes,promise andmission
+Competitivelandscape
+Businessobjectives
+Compellingoffer
+ Callto action
+Metricsfor measuringsuccess
+Supportingdata
+Functionalspecifications (if applicable)
+Approvalprocess
+Timelines
+Budget

9. Whatarethe steps to take
whenwriting aCreativeBrief?
Here’saquick list of dosanddon’ts
for writing acreativebrief...

10. Do:
+ Include all stakeholders.Gaininput from all of the stakeholders,including
those who’ll havefinal sayover the project approval. Having buy-in from
everyoneup front will help ensuresmoothsailing ahead!
+ Keepit short. Peoplehaveatendency to throw in everything but the
kitchen sink whenthey write acreative brief. It’s better to bediscrimi-
nating in identifying the most critical points to communicate.Asuccinct,
well-written brief helpsthe creative teamstay focused.
+ Haveaconversation.Acreative brief shouldn’t bewritten in avacuum.
It should bebasedonthought-provoking discussionwith key contribu-
tors to ensureeveryoneis in agreementonprimary goalsandmessaging.
+ Useinsights to inspire.Think about the motivating insights that drive
the audience.Suchnuggets of data arepreciousto your creative team—
helping to inspire original ideas.

11. Don’t:
+ Useaone-size-fits-all approach.Oftencreativeteamsusedifferent typesof
creative briefs. Thosefor large projects coveroverarching messagingand
long-termobjectiveswhilerapid-responsebriefs areusedfor smallerprojects.
+ Usegeneric or meaninglessdescriptions. Leaveout rote adjectives (a.k.a.
innovative, state-of-the-art, etc.) to describe the offering. Tell the
creative team in plain language and real facts, what really sets you apart.
+ Provide just basicdemographics.Help the creative teamreally “get”
whothe audienceis andwhat motivates them.
+ Focusjust onthe product/service features.Studiesshowthat peoplemake
buying decisionsbasedontheir emotional responseto aproduct orbrand.
+ Let it get in the wayof the project timeline. Takethe time to develop
acreative brief, but becautious about doing soin atimelymanner.

12. SOURCE:Mastering the Creative Brief,Article byAquent, aiga.org,Nov09, 2011
ABOUTTHEAUTHOR:Aquent is aglobal staffing companydedicatedto marketing
andcreative servicesorganizations andis aleaderin helping companiesincrease
marketing capacity by providing the right talent quickly. Its network of morethan
400,000 marketing andcreative servicesprofessionalsprovides accessto adiverse
field of talent that includes graphic designers,copywriters, branders,managers
andmarket researchers.Aquent is the OfficialAIGASponsorfor Professional
Development,serving asasourcefor creative anddesigntalent aswell as providing
accessto great careeropportunities for AIGAmembersnationwide.

13. / A figure of speech in which a word or phrase is applied to
an object or action to which it is not literally applicable
• / A thing regarded as representative or symbolic of something else. An
abstraction of it.
• / Metaphors can be used to understand cultural differences.
• / EXAMPLES: “They need a financial safety net.” “Let me
play the devil’s advocate.”

14. *immigrant

15. HIGH
LIGHT

27. ...., ._
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30. ••
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