What is a creative brief?

 Essential a creative brief is a short document that contains the strategy behind a creative project, the strategy is the most important aspect of a creative project so having a brief that describes how the advertisement will be effective. These briefs are created in all types of platforms such as film, radio, print and social media. Briefs should be made before the production takes place as it keeps the team on a straight line. Typically they should be made by the advertising account manager and the client. 


They will contain 

  • An objective, what's the task that's been set?
  • A target audience, who is the campaign aimed towards
  • A key message, what is the real meaning of the campaign?
  • A creative approach, how will the campaign be made creatively? this should be linked to the point bellow.
  • What the content is, will it be a video, a poster or an audio piece?
  • Timing schedule, when does the task have to be completed?
  • Tone, What type of tone are you wanting to give to the consumer?
Here is a creative brief used by Apple to promote the Apple Watch. 

This brief has been well thought about, they have cracked down the problem being that "stylish women often perceive wearable technology as uncool" and then created a possible solution to solve the problem  which was pursued women that the Apple Watch is the next big thing in the fashion industry. Apple already know who wears and who doesn't wear their watches, there is no point in targeting fitness freaks or technology geeks who are already likely to own the product.





This is a creative brief for Reebok which is targeted towards a very specific market. The objective is to make sure the target audience is aware of a 25% discount which removing the stigma of men wearing east tone, which is a type of shoe that was aimed towards women. 


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