WRITING A CREATIVE BRIEF

When you write a creative brief it’s important to convey as much information as possible in a single, concise document. A creative brief should quickly and efficiently paint a picture for a creative team to follow – but that’s easier said than done. So we’ve developed a few simple steps to guide you to writing the creative brief that will deliver what you need:

Decide what you want to achieve.

Every piece of communication you release must have an objective, find out what that is and get it into writing.

Define the style and tone.

If you have an idea of the sort of tone you want, try to describe it – i.e. a rich, luxuriant feel. If it’s appropriate reference other pieces of creative you’ve seen that you think is appropriate in the style of what you want.

Who are you talking to?

Letting the creative team know who you’re trying to communicate with is key. If the market is defined i.e. Veterinary Nurses, that’s fine, but the more specific you can get the better.

Download a creative brief template here to get started.