Get our Creative Brief template and our Mini Brief template in a downloadable PowerPoint file.
Our file includes a ready-to-use formatted blank slide with key marketing definitions where you can insert your own creative brief.
I wish everyone would stop writing ugly Creative Briefs. The brief is a crucial way for brand leaders to control the strategy, but give freedom on execution to the experts who execute. Too many marketers have this backward, preferring to give freedom on strategy with various possible strategic options layered within the creative brief. They attempt to try to control the creative outcome by writing a long list of tangled mandatories.
The flaw of the big-wide creative brief
When you write a big-wide creative brief with layers of options within the brief, the Agency just peels the brief apart and gives you strategic options.
For instance, if you put a big wide target market of 18-55 years-old, your agency will present one ad for 18-25 years-old, another one for 25-40 years-old and the third ad for 40-55 years-old. If you put two objectives into the brief, asking to drive trial and drive usage, you will get one ad idea for driving trial and one ad idea for usage.
This means you are picking your brand strategy based on which ad idea you like best. That is wrong. Pick your strategy first and use the creativity of execution to express that strategy.