Five steps to a great creative brief

Five universal steps that can help marketers and agencies get the most out of their creative briefs.

In advertising, it can be argued that the smoothest path to great creative work begins with an equally great creative brief. But the process of delivering an effective brief is no easy task, if the numbers are anything to go by: According to a 2015 ANA survey on agency/client relationships, there is a wide gap between how clients and agencies each rate the quality of briefs. While 58 percent of clients surveyed believed they provide clear assignment briefings to their agencies, a mere 27 percent of agency respondents agreed. Similarly, found that a great majority of agencies (82 percent) say client briefs only sometimes, if ever, include a distinct view of the customer; 73 percent of clients believe otherwise.

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