How To Write Creative Brief For An Ad Agency

Panasonic did the same with one unusual use of a billboard. Ideally, it would be to buy this product now, but that’s not always the best method to attract long-lasting customers. Set client expectations and establish internal expectations and requirements for deliverables. It’s tempting to oversell yourself, but that only leads to under-delivering. A weekly dose of the trends and insights you need to keep you ON top, from Jay Baer at Convince & Convert.

[contextly_auto_sidebar] You’ve piqued the audience’s interest. If you’re selling a Little Caesar’s pizza, the call to action is simple: Go pick up a Hot-n-Ready now. Most customers need education and incentive before committing. For example, if you’re marketing an investment service: Consider your contract’s scope. Your client has likely considered other agencies besides yours. You’re not just selling your experience; you’re selling your unique approach to their product. In each week’s email, Jay will recap what happened in digital, what trends are important for marketers to watch, plus some fun surprises that you’ll just have to sign up to see!

According to this great article by Hubspot: Great creative briefs have one primary function — to inspire your creative team to come up with the most brilliant and effective communications response to solve a particular problem.

While a collection of facts, the brief should put your creative team in the right frame of mind to come up an innovative and creative solution.

A creative brief is the very foundation of any advertising/marketing campaign.

You’ve established the problem and provided a solution.

It details our objectives, audience/community, message or utility, the context in which we’ll engage, timing and budged. Boches continues by explaining that the briefing defines what we’re doing while the creative aspect defines how.

Thinking about a broader concept, a creative brief can also be defined as a relatively short written document used by project managers and/or creative professionals with the goal of guiding the development of creative materials to be used in marketing/communication campaigns.

Besides being in charge of product knowledge, she's an avid reader, a coffee lover and a professional photographer.

Joe Griffin is the CEO of Clear Voice, a content creation software with a talent network that he co-founded in 2013.

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