How To Write Creative Brief

How To Write Creative Brief-27
Think about how you can reduce the volume and complexity of key information. Avoid acronyms, industry buzzwords, or company slang.Use clear hierarchy for easy scanning, and provide context where needed. (Again, assume ignorance.) If a particular term or concept is particularly important, define it in plain language in the creative brief.

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The magic word is "multicultural." We are not talking to white suburban housewives.

Psychographically we call this audience PRACTICAL ROMANTICS.

Before you send it out to the larger group, have a relevant party vet it.

This will help you spot areas to clarify, information gaps, inconsistent messaging, or other issues you may need to address before embarking on the project.

Also confirm that your team understands any confusing content before you move on.

Just because all the information is in your head doesn’t mean it’s all translated in your creative brief.- 9 Specialized creative briefs, each in multiple file formats.- 4 DIY workshops with activity book and instructional slideshows that include TV commercials, video and sample ads.Our business goal, therefore, is to create a product line that will appeal to this generation of new consumers. Example: Slideshow: Example creative brief insights, objectives and resulting ads 3. An audience profile is more about how real people think, feel and behave than it is about numbers and percentages. For example: We are looking primarily at urban women, 18 - 34, with household incomes over 50K per year.The aim here is to paint a portrait of the audience - a verbal picture that the creative team can talk to and visualize. But the most important fact about this audience is that it is evolving, with race and ethnicity reflecting the increasing diversity of the US population.They understand that climate change is real, caused by humans, and that the chemicals they use directly impact the environment.They understand the risks to future generations, and they will alter their behavior to help the environment.This important document is the foundation of any creative project, whether it’s a single e-book or a multi-media campaign.Unfortunately, many a project has been derailed, delayed, or disrupted by a weak creative brief.It’s to educate everyone about the core challenges you’re trying to solve through your creative work.(That said, an e-book may not actually be the best solution.) The problem—and end-goal—is the most important piece of information. The only thing worse than no information is too much. (A link to the last 200 projects you did is not helpful, nor is including your entire employee manual as a little “background” about your thinking.) A creative brief is meant to distill and disseminate the most relevant information.


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