The Importance of a Creative Brief

A creative brief is the foundation of any creative campaign. A fantastic creative idea emerges only out of a compelling creative brief.

The brief brings the client and the agency on the same page about a project. Having a unified document lets, both sides get complete visibility of what’s being done and why.

Most clients feel that it is one of the most time-consuming, tedious documents to write. But it is this that guides the creative team on how to achieve the campaign’s stated goals. The creative brief is usually created by the account manager/client servicing in charge in close consultation with the client. It’s an interpretation of the client’s ideas and vision for the brand and the product.

Since this brief is usually created by and for the agency, it is open-ended. You should include anything and everything that will help the creative team better understand the brand and product. The brief should be simple and straightforward without unnecessary marketing jargon.

Most client briefs I’ve seen hardly have the quality required to yield excellent creative output. Agencies, in such cases, simply try to make the most of the information they are given and create what they believe matches the client's requirements. But the hard truth is that the worse the brief, the worse the output. 

A good brief might take time to put together, but to get things done right (without several reviews), you must ensure your brief communicates precisely what you want. In addition, by taking the time to write everything out, you force yourself to think through your campaign.