The client manager must be adaptable and have a very clear understanding of the goal. Give Parameters I worked with an Art Director who managed to incorporate ninjas into every round-one sketch. They will not know what you stand for, and you will never build a reputation for anything.
Be Real Come to terms with the fact that you will very rarely — if ever — nail it in the first round. Have the client describe their business as if they just met you at a party and not at a conference trying to sell you.
Find out what formats are needed for all of the deliverables. The next important question: What did it contain?
But you can get excellent results in a few hours or a few days with the three tools on your Creative Director multimedia set. What goals were they trying to achieve and who were they trying to reach? Add all contact names, numbers and emails. What was the process like to get to this point, the biggest stage of all, for brands to compete on?
Did the account team offer experiential tools to ground them in the mind and space of the brand? A well written creative brief takes everything you know about the brand and strategically desire, and distills it down to 1 page.
It was advertising eye-candy. Mad Cap Coffee Company is bright, bold and urban. Are they looking for customers to click through to buy their product, sign up for a course or make a phone call? This is a super-thorough brief.
Why should they believe us? Some companies spend zillions of dollars on consumer research to get insights. Encouragement leads to inspiration. Ask them how they want to be different than their competition. They know the audience and project concept but have no idea about tone or deadline.
Do they like straight-laced fonts that show seriousness?
If there are social media files, which platforms does the company use? It was a career-changing moment. Make sure you have a tight target: Who are they and what do they do?
When creating a design brief, imagine anything and everything you may need to complete the project. Create a mood board.Doing it right: Putting the creative brief online for the design team is a fantastic idea.
With links to the client’s website, design files and the examples they like, it’s everything you need right at your fingertips. - 9 Specialized creative briefs, each in multiple file formats.
- 4 DIY workshops with activity book and instructional slideshows that include TV commercials, video and sample ads. - Plus sample briefs, pro tips, and the extended slideshow: How to write a creative brief. Here Kit Altin, Chief Strategy Officer at The Gate London, explains her more unique approach to writing a creative brief for advertising, and demonstrates how it can yield impressive results.
Whipping up a creative brief before you partner with an agency is a no-brainer. But the odds are, you probably don’t enjoy writing them.
Still, a project doesn’t have a fighting chance without a clear, well-written brief to steer it along the way. Jun 06, · A great brief inspires great ideas.
A bad brief inspires nothing but folded up paper airplanes. Here are four things to consider when writing your next creative brief. Remember your audience.
The creative brief is designed to inspire only, only, only creative people. Feb 20, · Writing a briefing form and briefing in a creative project can be an opportunity to get the most out of creatives.
Here, Kit Altin, Planning Director at Leo Burnett London, shares her secrets on.Download