• You are still the client (whoever you chose for the Comm Strat)
• This is meant to be a continuation of the process (from the Comm Strat) so use the same product/corporation for your Creative Brief.
There are many variations on the specific headings in a creative brief – different agencies have their own preferences. However, the principles are the same: to distil the longer, more rational client communication strategy into a short (normally one page max), inspiring summary that captures the essence of opportunity, and can be a catalyst for great creative work, regardless of medium. A basic template follows: feel free to customise this, based on other formats that you saw, or your own thought process.
Remember, the challenge is to be succinct but specific and creative. Choose each word carefully – they are very important for this document. Ask yourself: could I walk into an agency and use this to brief a creative team to produce outstanding, compelling, behaviour changing material?
Less is more.
1. What are we trying to accomplish/communicate?
2. Whose behaviour are we trying to effect?
3. What should people think when they see it?
4. What problem does our product solve for our target?
5. The ___ is…
6. Creative Suggestions?
7. Other Inclusions?