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Briefing?
A creative brief is the very foundation of any advertising / marketing campaign. Making a
simple (but relatable) analogy, the briefing is the metaphorical treasure map that creatives
follow. The brief shows the creative professionals not only where to start digging to find
the golden ideas but also how to open the treasure chest.
requesting party (the customer) with the goal of establishing the defining aspects of a
creative piece of work, such as a print ad or website banner. The term is often heard in the
advertising market where it represents the first step in the journey of producing all sorts
audience/community, message or utility, the context in which the brand wants to engage,
Boches continues by explaining that the briefing defines what we’re doing while the
Thinking about a broader concept, a creative brief can also be defined as a relat ively short
written document used by project managers and/or creative professionals with the goal
campaigns.
A well developed, compelling briefing will normally have und er two pages in length and is
enough to outline the goal of the piece, establish the direction and defines the audience
and the message while showing that are the desired results.
creative brief at (or before) the design phase. A good briefing clearly states the
communication strategy and context in order to ensure all creative deliverables will be
As stated above, the creative brief’s main function serves as a guide written by the person
requesting a creative service (the customer) to the responsible for the activity in order
Great creative briefs have one primary function — to inspire your creative team to come
up with the most brilliant and effective communications response to solve a particular
problem. While a collection of facts, the brief should put your creative team in the right
Having a well written, compelling briefing is essential for guiding creative professionals
towards developing messages and materials that not only fit within the company’s
not a one man job. It takes a small team of professionals from various fields to thoroughly
The reason why it’s so important to have more than one person from different work areas
working on a creative briefing is that it ensures it won’t convey a single person’s point of
view and, consequently, be less accurate. It also ensures that the definitions and concepts
If there’s only one person responsible for writing a creative brief, his or her personal
opinions can get into the way and make the briefing less clear and detailed as it should be.
All creative briefs must be developed after a thorough situation and audience analysis.
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 provider.
What is BIG Idea?
Big Idea in marketing and advertising is a term used to symbolize the foundation
for a major undertaking in these areas - an attempt to communicate a brand,
product, or concept to the general public, by creating a strong message that
pushes brand boundaries and resonates with the consumers.
In the old days of analog media, an agency was responsible for the entire
communications supply chain, the sequence of processes involved in the
creation, production and distribution of advertising. Agencies controlled not only
the creation of the campaign idea, but also all of its manifestations and often the
media delivery to the end consumer.
In today’s digital world, the brand marketers and their agencies control a much
smaller piece of the communications supply chain. Digital advertising has
enabled a level of interaction and dialogue between marketers, consumers and
the media whereby the three are becoming equal partners in the advertising
experience — often as co-creators.
While there is no one-size-fits-all scenario, today the brand and its agency
typically control the first part of the communications supply chain, the media the
second and the consumer the third.
Specifically, the brand and agency will create a Big Idea and a handful of
executions that bring this idea to life in paid advertising; more and more, media
owners will then create additional content (often “native”) for the brand, building
on the agency’s work; and finally, consumers will respond and share their
interpretations, creating “earned” media for the brand.
While some brands lament this loss of control, the majority realize the potential
for nearly limitless amplification of their core media spend. At the same time, they
recognize that the chance for outsized rewards doesn’t come without risks, and
rarely does a week go by without a story of a digital campaign going wrong,
usually because the creative idea was weak or absent.
Nor does the potential for outsized rewards come without more and harder work.
While the brand and agency only control the first part of the communications
supply chain, this is the most important one, as their contribution provides the
foundational communication platform — the Big Idea at the center of the
advertising experience, upon which all creative, paid, owned or earned, is
created.
When the communications platform, the Big Idea, is done right, it is natural for
the media and consumer to create and share compelling, relevant, “on-strategy”
content that lifts the brand and its sales.
Brands and their agencies invest mightily to create Big Ideas, and they should, as
these can become incredibly valuable assets. In today’s digital media world, in
which the brand and agency no longer control the entirety of the communications
supply chain, of equal if not greater importance is codifying and communicating
the Big Idea so that other creators farther down the chain can accurately express
it.
This is easier said than done. Agencies, after all, are not used to handing off their
Big Ideas to others, as for the majority of their existence, they controlled all
executions and did not need to brief outsiders.
This is no longer the case, and today’s leading marketers are insisting that their
agencies succinctly capture each Big Idea in an easily transferable, i.e., written,
manner.
1. Piercing Insight
How that connection or role is told is up to the agency and its creative prowess,
but there will be a higher chance of success if the insight-connection paradigm is
established first.
3. Succinct Expression
And finally, you need a one-line phrase that captures the insight and brand
connection and can trigger recall of the brand moment for the consumer. It could
even, further down the creative line, provide inspiration for a tagline or sub-tag.
It is brutally hard to create one that will not only start the communications supply
chain well but will also drive success through to the very last creative
expressions.
For this reason, many smart marketers and agencies are adopting the discipline
of succinctly capturing their Big Ideas in an easily understandable and shareable
fashion as a litmus test; if it can’t be done, it’s not a distinct, clear or powerful
enough idea to drive success through today’s modern communications supply
chain.
Done well, brands and agencies will find themselves continuously surprised and
delighted by how their intellectual property, the Big Idea, is appropriated (not
misappropriated) by others and expressed in new and different creative ways that
they never could have imagined.