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How To Write A Creative Brief

A creative brief is like a road map. A great brief leads to imaginative and persuasive ads, Websites or videos. And gets you there quickly.

A bad brief starts you off in the wrong direction. So you have to stop, figure out where the heck you're going, and start again. Or worse, you follow that brief to Trash Town, a total waste of time.

> Click for slideshow How to Write a Creative Brief

Creative Brief Slideshow

A written creative brief is the first step
to successful ads and campaigns.

The first part of the brief writing process - for new clients, new products or services - involves collecting information, which frequently includes consumer insights.

A consumer insight is like a whispered confession between best friends. it's a simple truth that applies to a significant set of your target audience.

Consumer insights help you understand why people buy, why they don't buy, or some other aspect of the way they think, they feel or behave.

Example: Many people in the affluent 50+ market are reluctant to buy a high-end HD TV because they believe the technology is complex, difficult to setup and to hard to master.

Example: The majority of women buy the same cooking oil their mothers used, simply grabbing a familiar bottle off the shelf.

You can see how consumer insights help you understand the target audience, and how that understanding can help sell the client's products or services.

Some companies spend zillions of dollars on consumer research to get insights. But you can get excellent results in a few hours or a few days with the three tools on every Creative Director multimedia set.

Creative Brief set

> Click to get Creative Brief set via
instant online access

AdCracker's Creative Brief set is now included on every Creative Director set and Creative Director online account. Here's what you get:

- Editable creative brief templates in multiple files formats.

- 9 specialized creative briefs, plus sample briefs and pro tips on .pdf.

- DIY workshops with activity book and slideshows that include TV commercials, video and sample ads.

How to write the objective for a creative brief.

The creative brief objective should always be clear and specific. Never ambiguous or overloaded.

A beautiful objective looks like this:

"The purpose of this campaign is to position ElectroQuick as a less expensive, equally effective alternative to BigBrand."

An ugly objective looks something like this:

"The purpose of this campaign is to raise awareness, generate social media buzz - especially among bloggers / influencers - and to create consumer excitement for the new ElectroQuick by positioning the client as a leader in innovative global technology with a uniquely humanistic, professional and sophisticated brand image that compares favorably to BigBrand."

One way to write a lovely objective is to specify what the audience should think, feel or do.

Here are some examples from the slideshow that demonstrate how 'Think, Feel, Do' objectives can be expressed on the creative brief, then translated into ads. The slideshow, above, also includes example TV commercials

Objective: to think

Here's an example objective - and the resulting ad - when you want the audience to think, to understand:

The objective of this ad is to get the audience to
understand and believe that Mr. Clean cleans the toughest stains.

Creative objective: to feel

Here's an example objective - and the resulting ad - when you want the audience to feel an emotion or an experience:

The objective of this ad is for the audience to
experience what it feels like to wear a Wonderbra


Creative objective: to do

Here's an example objective - and the resulting ad - when you want the audience to take action, to do something.

The objective of this ad is to get the audience to
click and sign up for Netflix with a free trial membership to get started.

Creative Director set

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the fastest way to master advanced creative skills.

+ A complete set of creative briefs, templates and samples - plus DIY workshops and 3 ways to get consumer insights.

+ 60 powerful strategic and tactical creative techniques - plus 100s of unconventional media examples.

+ 1000s of TV, print, digital and social media ads - plus gigs of content to cure the creative blahs.

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