What is a creative brief in advertising and marketing?

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A creative brief is the very foundation of any advertising or marketing campaign. Making a simple (but relatable) analogy, the briefing is the treasure map that creative people follow. The brief shows the creative professionals not only where to start digging to find golden ideas, but also how to open the treasure chest.

By definition, a creative brief (or creative briefing) is a document produced by the requester, or customer, with the goal of establishing the defining aspects of a creative piece of work. The term is often heard in the advertising market, in which it represents the first step in the journey of producing all sorts of material, such as:

Just no name a few.

According to this amazing SlideShare by Edward Boches (take a couple of minutes to check it out. It’s awesome), a creative brief is a blueprint, a guide and even a source of inspiration for the professional who will receive the request. It should give as much details and context it possibly can, like:

  • Demand’s objectives
  • Targeted audience
  • Ideal tone
  • Deadline
  • Budget

In short: it contemplates the what, who, where and when of a demand.

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Why should I develop a creative brief?

A well developed and compelling briefing usually has one or two pages, which is enough to outline the goal of the piece, establish the direction, define the audience and the message, and present the desired results.

If we were to break down the advertising or marketing request processes, the creative brief should come right before the design phase. A good briefing clearly states the communication strategy and context in order to ensure that all deliverables will be produced with high quality and well-aligned with its main goals.

According to Hubspot, great creative briefs have one primary functionto inspire your creative team to come up with the most brilliant and effective communication response to solve a particular problem. The brief should put your creative team in sync to come up with an innovative and creative solution that not only will fit the strategy, but will also bring high conversion rates to the company.

All hands on deck

It’s safe to say that, under the usual circumstances, developing a creative brief isn’t a one-man job. It takes a small team of professionals of different fields to thoroughly explain the message that the creative piece should deliver.

The reason why it’s so important to have all hands on deck is that it ensures it won’t express a single person’s point of view and, consequently, be less accurate. It also ensures that the definitions and concepts are clear enough to be understood by the receiving team.

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Be data-driven to sustain your point

All creative briefs must be developed after a thorough analysis of the environment and the audience. The reason why it’s so important to analyze the context for the campaigns is simple: as cliché, as it may sound, knowledge is power, and the more knowledge you have, the more specific you can be about what’s expected from the service renderer.

But don’t worry! As complicated as it may sound, there are tools, like Pipefy, that were made to support you in this journey.

What is Pipefy?

Pipefy’s the Work Management platform that empowers requesters, processors and managers to organize and control their work in a single place. It streamlines and automates any business process in an easy, hassle-free way, resulting in high-quality, more efficient outcomes.

If you’re looking for Marketing and Communication solutions, we’ve got your back! Discover our Marketing solution and start structuring your creative briefs today!

Written by
Isabelle Wuilleumier Salemme
Head of Customer Support @Pipefy. She uses her extensive Pipefy knowledge to help users make the best of Pipefy via support and writing informative content pieces. Besides being in charge of support, she's an avid reader, a coffee lover, and a professional photographer.