The Creative Brief - UF College of Journalism and

Report
The Creative Brief
Definition

A short document that provides the
creative team with a succinct
overview of the most important issues
to consider in the development of an
advertisement or campaign
Purpose

To inspire copywriters and art
directors by channeling their creative
efforts toward a strategically sound
solution that addresses the client’s
brand challenge

Remember, great creative
originates from a solid strategy
Alternative References

Creative Brief

Creative Work Plan

Copy Platform

Copy Strategy

Creative Strategy
The “Most Important Issues”
The CB Should Answer

What are we trying to accomplish?

Who are we trying to influence?

What do they think now?
The “Most Important Issues”
The CB Should Answer
(cont.)

What do we want them to think?

Why should they think this way?

How would our brand’s character be best
described?

What is the single most important thing
we can say to influence them?
Other Components of A CB

Creative Needs

What type of materials is the creative team
requested to produce?


(Ex. Radio, television, print, outdoor, sales promotion
materials, etc.)
Mandatories



Are there format constraints that the creative
team should be aware of?
Are there legal restrictions?
Trademarks, copyrights, slogans, taglines,
icons, etc.
Components of A CB

Timing

What is the due date for the creative
work?
 Internal
review
 Client presentation

Budget

How much can be spent to produce
creative?

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