The Creative Brief
Not only the most important document to any creative agency, it should also be the most important document to the marketing team that owns it. If you aren’t clear, concise & accurate in explaining exactly what you want, how can you expect your creative teams to deliver exactly what you want?
Unfortunately there isn’t a universal blueprint that enables the author to write the perfect brief every time as the content & layout will be different from company to company, project to project, but the basic principles of a good brief should always be the same.
If you are guilty of flooding the pages with words, then as the author of the brief it is your responsibility to filter out the golden snippets of information that your creative team need to deliver that award winning piece of work. At Whiteroom we always look to extract these golden snippets before opening up the sketch book, so that you can be sure that what you are asking for is what you actually want – we’ll even write the brief with you!
One of the most key attributes of a good creative brief is a selfish approach to defining what is required. Forget padding out the pages with fluffy waffle just so your boss thinks you’ve written a full & comprehensive brief – this will only land you in trouble when you receive proposals from your creative team that are way off brief, leaving you having to answer questions to the powers that be like “didn’t you explain to them that we didn’t need that” or “why have they proposed that when I told you we wanted this…”. Indeed, the heart of a good creative brief is the ‘single-minded proposition (SMP)’, or ‘single most important message (SMIM)’ (Ibach, 2009).
A creative brief is a road map, a compass, a blue print to any project. It is a flashlight for the creative team & for the author – helping both parties to see clearly what the end game looks like. However, do not make the mistake of dis-owning the brief once you have issued it. Engage in discussions on the brief, ask for questions, be willing to evolve & tweak it for a few days after it has been presented. See the document as an organic piece of work that needs more than your input. Build time for this into your project schedule & you will reap the rewards at the end. The Whiteroom team thrive on collaborating with our clients throughout the whole project lifecycle – it’s the best way to deliver guaranteed results for you & for us.
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