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5 Tips on How to Write a Great Creative Brief




A creative brief is a short one-page document that relays all the important information to the team. It indicates the major objectives, requirements, high-level deliverables, and other important facts about the project. Someone in close contact with the client, usually the project manager, creates the brief and shares it with the team.

As opposed to many other documents in project management, the target audience for a creative brief is not the management or your client. It’s actually the team members working on the execution.

Creative briefs may sound like yet another task you need to do. However, their value is not to be underestimated. A team that understands the business needs and how their tasks fit in the bigger picture will perform better than the one that’s kept in the dark. Creative managers deal with many unique project challenges and one of them is handling their team. Creative teams have more individuality and a creative brief is among the most essential documents to keep everyone on the same page.

Example of a creative brief approach

Irrespective of industry, complexity, or the type of project, there are a few things every creative brief will have. For example,

  • Most creative briefs will address the objective, challenges, major stats, and execution channels of the project.
  • Creative briefs give you complete freedom to show your creative side.
  • The creative brief clearly explains what the project is and recommends the best approach to achieve it.

5 Tips for writing a great creative brief

You can use creative or design project management software or creative template to create creative briefs at your disposal. As long as you are including all the necessary information in a way that inspires your creative team, you are good to go.

There are, however, some tips you can follow to create excellent creative briefs for your teams.

1. Focus on the product and the background information

Having a clear understanding of the final product is essential for an effective creative brief. It also gives you an opportunity to familiarize your team with the client’s project objectives and the current scenario. The background and objectives are usually at the start of any creative brief, so you must be careful while creating them. These first few lines can set the tone of the entire document.

2. Highlight the biggest challenges your client wants to tackle

This is an optional section that can be included to further explain why this particular project is needed and what are the issues your client wants to solve. We recommend adding this section as it allows team members to get further insights into the requirement and expectations of the client.

3. Identify your target audience and end-users

You can come up with the best marketing strategy or the most innovative design but if it’s not aimed at the relevant audience, it’s not the best use of your time. By focusing on the target market, you’ll be able to get better and faster results.

4. Use statistics to identify key opportunities

All of them use statistics to justify the insights and observations. Acquiring and analyzing data is an important part of a project team’s responsibility. Some teams have created special roles for this, but in most cases, the responsibility falls on the project manager to stay organized.

5. Concisely explain the execution strategy

No one expects a full-fledged plan in this document, nor is it possible to do so. However, it’s recommended to include a few lines about the execution strategy in the creative brief.

For marketing projects, replace this step with your distribution plan. In marketing’s case, this step will be more intertwined with the target audience. For example, social media channels would be more suitable for the younger population while traditional advertisement campaigns will suit Gen X.

Manage your creative briefs with Kissflow Project

Having effective marketing project management software is one of the basic requirements of any modern team. Intuitive project tracking software allows you to collaborate effectively, introduce transparency, visualize, communicate, report, and do much more. Here’s how you can benefit by using Kissflow Project to keep track of your creative briefs.

  1. Pre-existing project management templates for essential documents like creative briefs can save your time
  2. 25+ form fields to completely customize the project planning software to your needs
  3. Better project collaboration and feedback mechanism to improve the outcome
  4. Customizable workloads can help you in assigning and distributing tasks

Creative briefs are among the building blocks of a successful project. From marketing to UI design, they help teams start strong and continue building momentum while staying on track. By using the right project management tools, you’ll immediately be able to see a significant improvement in the way you manage your creative briefs.