Creative Brief: How to write an effective brief for creative projects

Creative Brief: How to write an effective brief for creative projects

Creative teams are often working under rigorous deadlines and faced with the challenge of keeping everyone on the same page to reach the same goal. In this context, lack of information among teams, difficulty understanding the big picture and misunderstanding messages happens very often, resulting in inappropriate delivery.

That’s where a creative brief comes up to save the day! Before starting any project, marketing departments or creative agencies should define crucial pieces of information to ensure they understand customer expectations and develop a strategy to meet them.

Let’s discover why a creative brief is essential for your marketing or advertisement strategy and how it can support you to boost your results!

What is a creative brief and why do you need it?

A creative brief is a foundation and the very first step of any successful creative campaign it is the most sacred of all sacred ad documents. To help teams use it and reap its benefits, comprehending its importance is critical.

The main goal of a creative brief is to provide relevant information about the requested project. It must outline clear objectives, define assignments and synthesize details from the customer while encouraging creativity and motivating all members to achieve their best work. Essentially, it’s the core of any project and a reference point for the entire team.

Having a well-written and cohesive brief is crucial to guiding creative professionals toward developing messages and materials that fit within the customer’s strategy. By using a creative brief, you can plainly see the big picture and figure out what and why you’re orchestrating.

For marketing and creative teams, a creative brief empowers them to have a better visualization of the whole project. It allows stakeholders to identify their efforts, milestones, and achievements, and establish a standard practice for how information is transmitted throughout the creative process.

Focusing carefully on ROI (return over investment) is essential for these teams so they can validate their worth and a creative brief that can easily support them, providing relevant, valuable data and insights about the project, in a visual and effortless way.

It’s safe to say that a creative brief isn’t a one-person job. It must gather professionals from various fields to thoroughly explain the message the creative piece conveys. The importance of having more than one person from different departments building the creative brief is that it ensures it won’t accidentally portray a single person’s point of view.

When should you create a creative brief?

Now that you have understood a creative brief’s value, you might be wondering when you should use it. Let’s figure out in which context a creative brief can support you quick tip: almost always.

It’s important to say that a creative brief shouldn’t be created for big projects only. For any kind of task your team needs to accomplish, like writing a content marketing strategy, building a landing page or even creating a huge video project, you need to be supported by specific guidelines. It doesn’t matter whether it’s for your customer or for your team, a brief is always useful.

Keep in mind that a brief is based on a structure, regardless of the context. This structure allows you to prove all the benefits you already know about briefs and to verify things are moving in the right direction.

In the next section, I’ll walk you through all the phases a creative brief is made of.

Build the perfect creative brief

A great creative brief must contain relevant, organized and clear information. This information will ensure your team is going to greatly perform their job. To organize all the info it’s crucial to follow some steps the creative brief template.

Phases of a creative brief

A template will give you the tools to write the most successful brief. Although it is structured in some phases, your team can and should customize it based on their own needs and context.

Now you’re ready to start building your own brief! Keep in mind that this structure is just a sample to guarantee the information standard.  Tailor it according to your needs, but at the end of the day, the result will be like a checklist, outlining the message and the main goal.

Bring your creative brief to life with Pipefy’s template

Now you might be thinking just there’s a lot to learn, there is a lot to be done, right? That’s why we are here for you: to make sure you’re doing the right thing in the right way.

Pipefy’s Lean Creative Brief Template has all of those phases mapped out and ready to be deployed, with no need of outside help. Try out our template to manage all the details you need for your marketing or advertisement teams for free.

Phases of a creative brief

Let’s build great things together!

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Written By

Marlon Garcia

is Product Marketing Analyst at Pipefy and Marketing Management student. He wants to help people to achieve their goals and to develop ideas that impact society in kind and productive way.