Creative Brief

CMA Marketing Tip Sheet

“Learning is not a spectator sport.” D. Blocher

How do I write a great creative brief?

There’s a big difference between a good creative brief and an inspiring creative brief. In many instances, there’s a natural inclination to put everything including the kitchen sink in the brief to ensure nothing is missed. The key to an inspiring brief is to strip away the superfluous information and really narrow in on the key elements the creative team needs to consider. Here’s a guide to help organize your next creative brief.

Writing an Inspiring Creative Brief

Key Questions Why so important?

What is the main reason for the brief? Many briefs start off on the wrong foot by trying to cover too many priorities and challenges. Keep it focused on one core purpose. And don’t be afraid to think big.

What are the objectives? It’s important to communicate the objectives and these should be SMART objectives. Specific, Measurable, Actionable, Realistic and Time-based

What are the specific tasks being requested? Be sure your agency knows exactly what you are expecting; for example, a print campaign, direct mail, email or microsite. The agency may come back with additional options, but it’s important to let them know what you’re expecting.

Who is the target for this communication? Try to answer these questions when defining the target group: What is the demographic profile? Where do they live? What are their behaviours and attitudes? What’s driving their actions?

What makes this offering unique and better than the competition? Where’s the meat? Focus on the tangible reasons why a consumer will choose your product or service over a competitor’s. The reasons need to be compelling and relevant to the target group and should align with the main purpose. You may want to use different reasons for different groups.

What is the main message? Stop. Think. Focus. ONE main message. Need I say more?

What do we want the target consumers to think, feel and...