It must communicate the purpose parameters message and goals of the initiative. The brief is often presented to a client or company stakeholders before the project gets underway.
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A short guide often created by a consultant or a creative project manager that sums up a project s mission goals challenges demographics messaging and other key details.
Creative brief marketing. This creative brief is what guides the team s work. A marketing brief lays out the framework of a marketing initiative so that a creative team including the art director and copywriter can carry out the plan. For in house teams the owner of the project or program is responsible for creative briefs for internal teams and consultants.
The brief shows the creative professionals not only where to start digging to find golden ideas but also how to open the treasure chest. A new creative brief is crafted each time the client requests new work. Like marketing campaigns assembling the creative brief is a collaborative effort.
Making a simple but relatable analogy the briefing is the treasure map that creative people follow. A creative brief is the very foundation of any advertising or marketing campaign. For example product marketing managers would write the creative brief for work related to a go to market launch.
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