What is a creative brief and why do you need it for your advertising campaign?

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Filling a creative brief for your advertising project in is a very responsible task. The destiny of your project and creating effective communication between the agency and the advertiser depends on how responsible you take this task.

Brief is one of the most important documents of your advertising campaign, which helps you define key stages of the project and client’s expectations.

The main task of a brief is to precisely define goals and tasks of the project, as well as to answer three fundamental questions: what, for whom and how you need to do. Filling the brief in is the first step of interaction between the customer and the advertising agency.

Creative brief helps to define the task of the order in all details and gets creative agency and its customer to know each other. Thus, brief includes the information about the company, product, as well as about field. Creative advertising agency is first of all interested in learning desires of its client, the situation, and other factors. Information is never too much in this case, because the more data the agency has, the more creative ideas its clients will be able to provide.

If you as a client don’t know how to fill the brief in, it’s better to contact your advertising agency another time to ask what information needs to be provided for effective work. Don’t hesitate to ask additional questions – the result of your work depends on setting the tasks, building the plans and mutual understanding of the participants of the project. More data stimulates creativeness of those who work on the project.

The main goal of creative brief

What needs to be advertised?

  • Product

First of all, you need to mention the main advertised object, the name of the brand, product, or service.

  • General information

One of the main points of the brief. Here you need to provide full background on the advertised object. This point requires detailed description, additional information, biography of the company, its history, how the price is formed – anything that can help in creativeness and realization of the project. Here we have to repeat one simple truth – the excess of information will stimulate creativity of the team who will work on the project.

  • History

Here you’ll need to remember other advertising campaigns and to remember which of them were very successful, and which did not fulfill the expectations. This point requires examples with the detailed information, links to advertising materials and comments. This will help to avoid past mistakes and to launch an effective work on the project.

  • Your ideas

Try to briefly describe your vision of the project.

  • What differs your product. Key points

This point is supposed to represent the list of facts of key advantages of the company, brand or product. Your main orient must be on final consumer. You need to answer to several key questions: what is interesting to your client? Why your company or product are unique? What defines the choice of your client? What rational or emotional factors define client’s choice? By having answered to these questions, you will solve one of the planning tasks.

  • Competitors and their products

Tell about the main competitors and their products, advertising strategies and business, define their strong and weak sides, bring examples you like and don’t like.

Who you are making advertising for?

Here, you’ll need to define your target audience by answering the questions: who are your clients? What do they want? How do they look like? What do they think about your product? What are conceptions and misconceptions that they have about your product?

How are you going to advertise?

  • What is the main goal of your advertising campaign?
  • Come up with the main thought that you need to deliver to the consumer.
  • Explain why the consumer is supposed to trust your message.
  • Choose the format of your content.
  • Define the desired format of the final product.
  • Set the time limit for development of the whole advertising campaign.

Now you know how to fill the creative brief in. Most of the companies also provide additional instructions, which complement the creative brief for their advertising campaign.