How to Write Creative Brief for Advertising
The creative brief in the advertising industry is like the first step to a journey which defines the direction, pace and chances of success in that venture. A perfect brief gives creative team an idea that what actually the client wants to achieve through this promotional campaign.
Though, it is an uphill task to summarise everything in just few paragraphs or slides but still it is possible to prepare a detailed creative brief by keeping a couple of things in mind. It may take some time but your consistency and commitment will ultimately yield a favourable result.
Instructions
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1
Know what your client wants:
First of all you should have a clear idea about your client wishes. Mostly, the clients are unable to define their purpose properly so should be helpful in such situations. You should have several sittings with them to understand their objectives.
You should keep in mind the basic rules, what, when, why and how, to extract maximum information. -
2
Evaluate the product:
It is very important to have complete information about the product you are going to advertise. If possible, get some samples of the product and evaluate it properly. Know its strengths, its flaws and all the aspects of that product.
Remember, only the complete knowledge of the product will help you to prepare a perfect brief for advertising. -
3
Put it together:
Make slides or write it down on the paper but you should put all the data together. Keep a record of everything. Make a list that includes the purpose of this campaign, budget, target audience, dead line, problems etc. Do not miss even a single point as you will need this data to make a comprehensive brief. -
4
Make a pattern:
Now, when you have the complete data in front of you, start arranging this in a pattern. Your briefing should comprise product information, objectives, strong points, weak points, target audience, medium of advertisement, budget and schedule. -
5
Get feedback from your client:
Though, your clients have left it to you but still it is better to keep them in the loop. Show them this raw briefing and ask them if they want anything else to be in the campaign. It will not only satisfy your client but also save your time. -
6
Edit:
After arranging all the data, you should edit it tactfully and get rid of all the unnecessary information. Your creative department is not there to examine your research work rather they will appreciate is your briefing is creatively prepared and well structured. -
7
Final presentation:
If you are satisfied with your content then present it with full confidence to your creative team.
