How to Write a Creative Brief in 11 Simple Steps [Examples + Template]

The first step in any successful project is drawing up a game plan with a clear objective. It’s one of the reasons marketers love creative briefs.The first step in any successful project is drawing up a game plan with a clear objective. It’s one of the reasons marketers love creative briefs. A creative brief acts as a roadmap that takes a project from ideation to completion. It ensures the scope, timeline, key stakeholders, and purpose of the project are communicated clearly. The creative brief is the single source of truth for everyone working on a project. If questions come up or tasks become unclear, the creative brief will steer things in the right direction. The Purpose of a Creative Brief Whether you’re a consultant pitching a creative brief to a client, or a project manager presenting a brief to your team, start by speaking with the project stakeholders. These discussions will help you understand the company’s mission, project goals, and challenges your team faces. Then, you’ll have enough information to write a compelling brief that focuses on what’s really important to your company or client. The idea of a creative brief sounds simple, but it can be hard to wrap a lot of important details into just a few pages. Therefore, a creative brief is typically comprised of eight sections that can fit on one to two pages. How a Creative Brief Works Creative briefs are pretty standard documents within just about every marketing, advertising, or design team. For smaller projects that live in-house (like designs, templates, marketing assets, etc.) the brief is owned by the team who will be executing on the information in the brief. This is usually the creative team, but this team can fall within the brand department or even live within marketing. For more advanced, long-term projects that involve an agency, the creative brief is owned by the creative team or agency who will be executing the work. This is because they’ll work closely with the stakeholders on the project to understand what is needed, plus they’ll bring their own expertise and competitive research to the brief that the internal team may not have access to. These types of creative briefs aren’t rare, but they are created infrequently due to the nature of the projects they support. So for this post, we’ll focus mostly on the day-to-day creative briefs that you’re likely to use often. Here’s how they work. Step 1. The teams who need assistance from the creative team will retrieve the creative brief template from a repository like OneDrive, Google Drive, or an online form. Step 2. The team that is requesting the project will complete the brief according to their team’s needs and goals. The completion of the creative brief starts with the team requesting the project so that they can explain their vision and goals clearly to the creative team. Step 3. From there, the brief is sent back to the creative team to review. They’ll be looking for timelines, resources,

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