The Art of the Creative Brief

The creative brief. It’s a term thrown around a lot in the world of marketing, and for good reason. Creative briefs can be essential in terms of helping a company and its employees understand their client, their client’s mission, and their client’s brand. Excellent service to your client begins with an excellent creative brief.

Even though the concept of a creative brief sounds simple enough – describe your client – writing them and writing them well is an art. The creative brief is where strategy lives and breathes. A weak creative brief will haunt a campaign long after its creation. A poor creative brief signals a disconnect between client and company, and births situations where clients expect too much and agencies are struggling to understand their own deliverables.

A strong creative brief is the beat to which a strong strategy hums along. If you want to ensure early success in your relationship with a client, learn to master the creative brief. Scribble Live recently posted a great article with tricks of the creative brief trade. Check it out here and leave your thoughts in the comments!

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