. What is our goal for this project? What are we
trying to achieve? What is the purpose of our work? What are our top
three objectives? What are the essential consumer, brand and category
insights? What thought, feeling or action can we bring to life? How will
success be measured?
. Who are we talking to?
What do they think of the client? What will make the client more
appealing to them? Why should they care about this brand? What inspires,
motivates, interests and amuses them? Who are they talking to? How can
we help them better connect with their own community? What causes buzz
in their world? What competes for their attention?
Who is the competition? SWOT analysis on them? What differentiates the
client from them? What are they telling the audience that we should be
telling them? How and where do they engage with the audience? Why are
they really better (or not)?
. How should we be
communicating? What adjectives describe the desired feeling, personality
or approach? Discuss how content (images/words), flow of information
(narrative), interaction (physical/virtual) and user behaviors (pro/con)
should affect mode and style.
. What are we
saying with this piece exactly? How can the client back that up? Are the
words already developed or do we develop them? What do we want
audiences to take away?
. Are we developing new
images or using existing ones? If we are creating them, who, what, where
are we shooting and why? Should we consider illustrations and/or
charts? What type of thematic iconography makes sense and is appealing?
How do existing style guides and brand manuals affect the project?
Any mandatory info? List of deliverables? Pre-conceived ideas? Format
parameters? Limitations and restrictions? Timeline, budget? The best
delivery media? And why?
. Who are we reporting to? Who will approve this work? Who needs to be informed of our progress? By what means?THE IMPLEMENTATION
creative brief is used not only at the start of a project, but
throughout the entire creative process. It is the one element that has
been agreed upon and is objective enough to act as a shared guideline.
Clients use it to get organized, and to develop consensus within their
own enterprises. They then use it to help determine if the creative
actually solves the problem as intended. The creative team uses creative
briefs to fact-find and understand their client, building knowledge
about both perception and reality of the problem at hand. Creatives
often find that what their client thinks is the problem is not really
the problem at all. These are the things revealed in the briefing.
Creative briefs are shared by both designers and clients, working to frame the project, spark
ideas and evaluate effectiveness. Illustration: Martha Rich, martharich.com.
Managing to a creative brief.
Once the creative brief is approved, it is a useful tool for getting
all members of the creative team ready to work on the project. The
designers and art directors have relevant grounding to inform their
thinking, the writer has messaging information, the production and
project managers have milestones and due dates and the account executive
has met with all client stakeholders. Everyone has what they need, no
matter what their responsibility is.
Evaluating creative briefs.
If the creative is driven by the client’s desire to achieve a
measurable goal, then it’s pretty obvious as to whether or not you’ve
succeeded in achieving it. Some goals are less easy to measure, but
increasingly, analytics and benchmarks make certain kinds of success
more transparent. In addition, to evaluate the effectiveness of your
creative briefs, there are some things to look at as objectively as
• Is the creative aligned with the client's goals and brand values?
• Does the creative distinctly position the client as unique?
• How has the target audience responded to the creative? Have they actively engaged and even shared it with others?
• Does the creative showcase unique ideas and functionality?
• Has the creative garnered industry attention?
a rigorous evaluation after each project and report your results back
to your client. This information will help the team course correct and
build on the work to create even more effective solutions. There will
always be new ways and means to achieve results utilizing creativity.
Currently social media is a real game changer. Bottom line: Everyone
needs a winning game plan. Start by developing a better creative brief. CA