Creative Briefs

 Creative Briefs

    What exactly is a creative brief? A creative brief is a concise, document written to better organize a creative project. "The creative brief ensures that stakeholders understand the project's requirements and expectations" (Usmani, 2022). It can include essential information such as project overview and details, objectives, target audience, scope, budget and timeline, client information, and key messages. A creative brief needs to be able to inspire creators and "channel their creative efforts toward a strategically sound solution that addresses the client's brand challenge" (Wilder, 2021).

Let's take a look at a real example of a creative brief:

Colgate Creative Brief-

What is a Creative Brief? Definition, Examples & Templates |

    I chose this creative brief because not only did it catch my eye during my google search, but I overall liked the idea behind it. In terms of format, this creative brief is well organized and I enjoy the alignment details. This is important because it is easy to navigate and read. Even small details such as the icons really help catch the viewer's eye and helps provide a clear and structured framework. I think the icons were the most powerful aspect of the organization of the brief. 

    This creative brief follows the basic template of providing a contextual background, identifying a target audience, communicating the brand and campaign, and organizational structure. Some elements that I found were missing that I would include are the budget and timeliness, ways of promotion, identifying competitors, and deliverable details. Non the less, the creative brief has clarity, efficiency, consistency, and creativity. The main objective is clearly stated along with the client's goals and expectations. It offers creative freedom by encouraging effective solutions. It is also consistent throughout the document and ensures that the work remains focused on the main objective. Overall, after learning about creative briefs, this Colgate creative brief is a good example of effective communication while increasing the chances of achieving successful and impactful results.


Works Cited

Usmani, F. (2022, September 13). What is a creative brief? definition, examples & templates. Home Page. https://pmstudycircle.com/creative-brief/ 

Wilder, C. (2021) Week 8 Lecture: Brands and Brand Positioning [Recorded lecture]. Washington State University.


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