How to Write a Creative Brief

Introduction

Personal anecdote: Presenter recalls presenting a flawed creative brief, leading to valuable lesson.
Purpose: Guide on writing effective creative briefs that inspire better ideas and improve relationships with creative teams.

Definition: Document bridging the client's issue and the creative solution.
Functions:
- Provides direction and inspiration.
- Captures strategy (approach to solve client's problems).
- Outlines role of advertising in achieving client objectives.
- Marks transition from strategic process to creative process.

Client Brief: Outlines objectives, problems/opportunities, budget, timings.
Planner's Research: Additional research (e.g., consumer groups, competitive analysis) to uncover insights.
Strategic Response: Presented back to the client for alignment before briefing the creative team.
Development of Creative Brief: Summary of agreed strategy.
Creative Briefing: Briefing the creative team, beginning the creative concepting phase.

Background: Context on problem/opportunity (e.g., new product launch, competitor issues).
Objectives: Metrics for campaign success (e.g., consideration lifts, website visits).
Target Audience: Insights into the audience's current and desired states (thoughts, feelings, actions).
Strategy: Plan to change desired behavior.
Single Minor Proposition: Key message from the campaign.
Brand Positioning:
- Brand platform
- Brand personality
- Style guide link
Practical Details: Budget, media channels, campaign timeline, client presentation schedule.

Write for Audience: Tailor for the creative team, avoid jargon, provide useful insights/warnings.
Keep it Brief: Include only important details; use appendices for additional info.
Tell a Story: Ensure each section flows logically; create a narrative.
Differentiate Brief and Briefing: The brief is a written contract; the briefing should engage and excite the team. Use creative methods (e.g., relevant environments, interesting media).