Week 15: RE-writing a Creative Brief

In week 15 of 'The Big Agency' we learned what you should and should not include within a creative brief.

Creative briefs ARE:

• Insightful
• Simple and succinct
• In context
• Aimed at problem-solving or behaviour changing
• Customer-centric: reflect and understand emotional and rational needs/behaviours

Creative briefs ARE NOT:

• An endless list of stats and facts
• Driven by Google
• Your own ideas for design/creative execution
• A marketing activity plan
• Stating the obvious
• Packed with objectives and too many messages

We also looked at different types of creative brief including:

1. M & C Saatchi
2. Bartle, Bogle and Hegarty
3. Grays Cookies