The Creative Brief - UF College of Journalism and
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Transcript The Creative Brief - UF College of Journalism and
The Creative Brief
Definition
A short document that provides the
creative team with a succinct
overview of the most important issues
to consider in the development of an
advertisement or campaign
Purpose
To inspire copywriters and art
directors by channeling their creative
efforts toward a strategically sound
solution that addresses the client’s
brand challenge
Remember, great creative
originates from a solid strategy
Alternative References
Creative Brief
Creative Work Plan
Copy Platform
Copy Strategy
Creative Strategy
The “Most Important Issues”
The CB Should Answer
What are we trying to accomplish?
Who are we trying to influence?
What do they think now?
The “Most Important Issues”
The CB Should Answer
(cont.)
What do we want them to think?
Why should they think this way?
How would our brand’s character be best
described?
What is the single most important thing
we can say to influence them?
Other Components of A CB
Creative Needs
What type of materials is the creative team
requested to produce?
(Ex. Radio, television, print, outdoor, sales promotion
materials, etc.)
Mandatories
Are there format constraints that the creative
team should be aware of?
Are there legal restrictions?
Trademarks, copyrights, slogans, taglines,
icons, etc.
Components of A CB
Timing
What is the due date for the creative
work?
Internal
review
Client presentation
Budget
How much can be spent to produce
creative?