Creative Brief Samples

This week we’re focusing on writing creative briefs. Creative briefs are important because they give a simple, strict guidelines for each creative person on the project to follow. If a creative brief is done successfully, any one creative person on the team should be able to read it and have a clear understanding of what the brand should look like.

Each creative brief should have a set of questions and answers. Short and to the point, so that they can be clearly understood. There are a variety of ways to ask the questions but they should answer the Who, What, Where, When and How basics of the brand and how you will be advertising.

Here are two samples of creative briefs:

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Morgantown Printing and Binding

Why are we advertising?
We are advertising to engage customers and to share our history and experiences with the public. Morgantown Printing and Binding has over 100 years of experience being an offset printer.

Whom are we talking to? 
Large Corporations, Small Businesses, Individual Professional Needs

What do they currently think?
Morgantown Printing and Binding does not engage with their consumers very much. They are not aware of the history behind the business.

What would we like them to think? 
Morgantown Printing and Binding has 100 years of history behind the company. This makes them the best printer to use because of all their experience. The company also cares about its customers by the engaging conversations happening via social sites and traditional advertising.

What is the single most persuasive idea?
Morgantown Printing and Binding is the best printer for me.

Why should they believe it?
Morgantown Printing and Binding exceeds customer expectations by guaranteeing a outstanding quality product.

What is the personality we should convey?
Down-to-earth & smart

Are there any sacred cows?
No

 

 


 

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11D7D Healthy Vending

Why are we advertising?
To increase public knowledge of the service and products.

Whom are we talking to? 
Millennials that are concerned with healthy eating options

What do they currently think?
Currently unaware that a healthy vending machine option exists.

What would we like them to think? 
What a great idea! Healthy vending machines offer a great, healthy option for me for a meal on the run or a quick snack.

What is the single most persuasive idea?
I can count of 11D7D to provide me with great healthy options for a quick snack or meal on the run.

Why should they believe it?
11D7D provides a wide variety of healthy selections that would appeal to anyone.

What is the personality we should convey?
Happy, Healthy, Positiveness and Informative

Are there any sacred cows?
No


 

With these creative briefs, any one of the members on the creative teams should be able to take it and do the jobs they need in the right tone and design for the brand.

The Brief Is A Starting Point, Not The Answer

This notion cuts to the heart of the brief’s purpose, which is to inspire a great idea out of the creative team. That resulting creative idea is “the answer.” So it’s important that we do not ask the brief to be more than what it is. The “single most important thought” (or some such similar phrasing found in most briefs), does not need to be headline quality. It merely needs to be smart, it needs to be the culmination of the rest of the brief, and it needs to be singular. The creative teams will then tell us how to say it, or be it, or whatever. But the brief is a means to an end, not an end.

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