Creative Briefing
Creative briefs are used as an architectural framework that inform advertising campaigns, branding initiatives, new product and service offerings, or design-oriented initiatives. They are often used in conjunction with other planning or research tools once a strategic direction for a project has been determined.
Creative briefs are an excellent tool for establishing initial expectations for a project or business objective. Typically employed by account planning departments in advertising agencies to inform the creative process, creative briefing is equally effective in establishing “buy in” from a corporate client’s roster of internal clients in the early stage of an engagement.