In Advertising, What is a Creative Brief?
In advertising, a creative brief is the outlined instructions for work to be done by the agency’s creative team. It will usually include any research needed as well as a basic schedule and deadlines for each part of the creative process. The purpose of a creative brief is to give the copywriters and graphic artists the direction that the client and the agency have decided to go in for a certain ad. Within that framework, the creative team then comes up with original copy and graphics. A basic creative brief always includes the purpose of the ad as well as the profile of the target audience. The purpose of the ad refers to the desired reaction of the target audience. How should the ad make them feel? What should the ad make them do? As detailed profile as possible of the target audience is also included in the creative brief — not just age and sex, but attitudes and behaviors of this target group if possible.
