A Creative Brief is simply the bridge that communicates the marketing teams Brand Strategy to the advertising agency, and is the core document used to kick-off and guide the development of advertising and other creative content for an advertising campaign or an integrated communications program.

September 21, 2019 By Arthur Fox

How To Write Creative Briefs That Inspire

You may think a Creative Brief is just that, a brief that lays out key strategic elements like: the Target, the Brands Single Minded Proposition (SMP), and Key Consumer Insight.

However, when it comes to writing a Creative Brief That Inspires your Agency and your Team… It is a bit harder.

In addition, we also encourage that you gain a fresh perspective on your consumer/customer by Developing Powerful Insights.

This is an important distinction because a Creative Brief that Inspires the creative thinkers around you, the better your advertising and other creative marketing materials are likely to be, from Ad Idea to execution of your Marketing Campaign tactics.

To help you learn how to accomplish and help you achieve this very difficult objective (but a very worthwhile investment of you and your Marketing team’s efforts), Breakout Marketer’s Chief Marketing Expert has created the “How to Write Creative Briefs That Inspire” Expert-Learning Plan. This step-by-step, on-demand Expert Plan takes you in-depth through the process of how you or your marketing team can write a Creative Brief That Inspires.

The Purpose and Benefits of the Creative Brief

A Creative Brief is simply the bridge that communicates the marketing teams Brand Strategy to the advertising agency, and is the core document used to kick-off and guide the development of advertising and other creative content for an advertising campaign or an integrated communications program.

Once your Annual Brand Plan is in place, which will include your Brands Communication Plan, it will be time to start executing your plan.

The Creative Brief will serve as the key document for all communications to your consumer that needs to be developed (regardless of platform or media). This means everything from traditional advertising (TV, Print, Social) to point of purchase communications.

Creative Brief Development

Staying true to the BreakOut Marketing System, the Creative Brief is developed from the Brand Communication Plan, which will have already been completed during the prior stages of the BreakOut Marketing System.



Managing the Creative Development Process

The objective of advertising and other marketing activities is to engage the attention of consumers and move them along their individual journey with the goal of driving brand purchase.

A creative brief is important in accomplishing this objective because:

  • It aligns the Marketing Team and the Agency Team, ensuring that the Agency understands the Marketing Team’s goals for the advertising and it also ensures that the Marketing Team understands the Agency’s creative input needs better.
  • Aligning everyone’s understanding before the project begins also expedites the creative process, speeding up advertising development.
  • It increases the likelihood of good results as everyone has had a chance to provide input into the Creative Brief, catalyzing a discussion of alternative ideas and opinions, which usually results in a better product.

A Fresh Perspective On How To Write Creative Briefs That Inspire

The "How to Write Creative Briefs That Inspire" Expert Coaching Plan from our Chief Marketing Expert will provide you and your team with not only the “how-to” Write Creative Briefs That Inspire and how the Marketing Team should best work with the Agency when developing and evaluating their work.

This Expert Coaching Plan comes complete with step-by-step, on-demand Video Tutorials, Plan Tools, and Outputs so you do it the right way.

To get access to our BreakOut Marketing System, complete with this Expert coaching Plan, plus so much more start your Free Membership to BreakOutMarketer Today.

–Arthur Fox, COO of BreakOut Marketer BreakOut Marketer

–To Making Your Brand An Unstoppable One!