Week 2 Writing a Creative Brief and Communications Framework. What is a great digital creative brief. How to Evaluate the Creative Brief. The creative brief is essentially a list of questions and answers that enables copywriters to produce creative work.
All questions must be answered accurately if writers are to come up with excellent creative. "Give me the freedom of a tight briefing," said David Ogilvy, the legendary founder of the famous ad agency, Ogilvy & Mather. Creative Briefs Should be Kept Simple. How To Write A Creative Brief, by True Digital. Writing a Creative Brief. A totally subjective creative brief template review - The Planning Lab. This piece is not about arguing for or against creative briefs (Jon Steel has some good arguments for using creative briefs and briefings if you’re interested).
Instead it’s a quick review of some different creative brief templates I’ve tried over the past year or so. Jung von Matt [Click to enlarge] This is the brief template of my agency. It features a before-and-after effect box and a section called The Bri which is sort of a condensed version of the BRIef.