Quick Guide to Write and Present a Creative Brief

Quick Guide to Write and Present a Creative Brief PPT Template

If you’ve ever done a project where a creative team is involved, probably from the get-go, the term creative brief became familiar to you quickly. Commonly, any project requiring some creative input will need this document to be a roadmap that minimizes mistakes and accelerates plans. 

However, there are 2 moments when building the creative brief is quite tricky: first, aligning the team to define the requirements needs prudent project management. Second, afterward, presenting and following through with the creative brief can be challenging. In this article, we will try to introduce the creative brief briefly. Still, having as a priority, we will communicate the ideas in the brief so that teams all across the project can understand and take advantage of this great tool. 

What is a Creative Brief 

Let’s begin by framing this term because it’s possible you and your team have never heard of it, and you have just logged of a zoom call and are Googling it for the first time. 

A creative brief summarizes a project’s brand background, the audience it’s meant to reach, and the campaign goals to be achieved. Of course, this is a textbook simplified response to the question, and we must not think that the creative brief is so essential and unimportant. On the contrary, regardless of how short it can be, this document will be the roadmap of guidelines and expectations for any project or campaign you and your team are launching.  

By itself, the creative brief should be the guiding light to all the teams involved and should provide enough information so that every person involved in the project can advance their tasks without having to over and over again come back to the source. 

Who Writes the Creative Brief? 

If you seek the answer to this question, it’s not an easy one. Because actually, the creative brief is a complex summary of the complete project, whoever writes it should be the person with better access across the organization.  

Let’s go a bit deeper into this. Generally, if you are working with an agency, a client manager will collect data from creative and executive teams and include background info from the client. Then will revise with any groups that manage budgets, and it’s all set to go. However, if you are working with an internal team, the stakeholders will be quite different and the challenges. Whoever is writing the brief should collaborate with the internal client and local creative teams to reach agreements. If they belong to the organization, this person can even be a project manager looking to understand the plan’s scope better. 

Even though the creative brief tends to be quite structured, whoever is writing the document is a bit more lenient. What matters is that the person in charge can collect all the information necessary efficiently. Something essential to consider is that not necessarily who writes the creative brief will present or follow up. 

Why is the Creative Brief Important 

In recent years, the creative brief has taken a role in project guidelines and roadmaps. This is very relevant because it allows both sides -client and creative- to be aligned from the beginning. 

The most important reason it’s necessary to create a brief is that it’s an industry standard, clients will be looking took it to begin a project, and an agency team might need it to start as well. 

Having a structured creative brief will allow for several improvements along the way, including: 

A clear plan ahead: Creation might be abstract to some project stakeholders, so having a brief allows all parts to make tangible commitments and even timeframes when necessary. 

Saves time: Campaigns tend to undergo many changes along the way, which is a headache for all members. If deliverables are clear from the first moments, the project will run smoother and quicker. 

Accountability: As small and simple as the creative brief might seem, it will be a great tool to hold each person or team accountable for their part of the job; everyone is aware of what they are supposed to do and know what is expected of them. 

Better final product: All creative work always has a fine line between genius and unbearable; this is why it’s essential to establish some guidelines to get closer to the first. According to a recent survey from AdAge, a well-done creative brief will improve notoriously the end result.

Parts of a Creative Brief 

As we mentioned before, the creative brief is, as its name states, a short explanation of a creative project. However, to make sure it is efficient and provides all the info all the people involved will need, it’s important to make sure it has all of the following parts. 

1.Company and Product Background 

In this context, we need to frame the company’s background, meaning what the company does, what products will be involved in the campaign, and the overall vision. It is possible this campaign targets explicitly one product or vertical, so it’s essential to focus on that one specifically to avoid misunderstandings. Also, take some time to ad the main problem that this campaign or project will fix; this will also help all the stakeholders be on the same page. 

2. Project Scope 

This section will discuss the campaign’s expectations: is it a launch for a new project, is it an awareness campaign and is the company opening a new social media channel? Whatever the campaign will push forward, it must be stated in this document. This section is one of the most important ones as it also includes the goals that must be completed in this campaign and the overall strategic structure.  

3. Audience and Target 

Including both demographic and psychographic aspects, it’s essential to ad all relevant information about the potential user or buyer. For this scenario, it’s always great to add an avatar or buyer persona that will clearly define who the campaign is for. 

4. The “big idea”

Generally, this is what in the field they call the concept of the campaign. Here we will integrate critical messages that will allow the creative teams to execute on that idea. Also, it will provide a teaser to all the other teams to start getting familiar with the message going out to the public. 

5. Voice of the brand

Every campaign might have a different voice is used, especially if the campaign to be put in place is exploring a new space of audiences or even a rebrand. However, the brief most explore the tone that the project will have and provide a clear messaging voice to the brand. 

6. Competitors 

The creative brief must explore briefly who and what the competition is. It’s crucial in this section to include any related challenges that might arise to be ready beforehand to act upon them. 

7. Logistics 

One of the most important sections of the brief is the logistical details because all the departments must be aligned. This section will include budgets and timeframes that need to be observed by all members of the team. 

How to present a Creative Brief 

If your team comes from an agency background or presents it to an agency, a simplified document will do. You can go to any documents app and create a brief. However, being a standard for the creative industry, something more may be expected from it aesthetically. So we will provide some recommendations to step up your game, convince all your team, and have an extremely professional presentation that will impress them all. 

Creative Brief Formats 

The Classic 1 Pager

Most old-school creative practitioners are used to a simplified document that can even be written by hand, where one-liners are used to talk about the product, ideas, and problems. However, modern problems need modern solutions, and now that advertising and marketing have become much more complex, a simple Word 1 pager may fall very short. If you need this to be very portable, you can create a one Google Slide presentation and include all the info in there adding a bit of color and format. 

One Page Creative Brief PPT Template
Source: One-Page Business Plan PowerPoint Template by SlideModel.com

The 2 Page Version 

A bit more extensive than the 1 pager, 2 pages allows you to produce a longer document where you can even include design like infographics or charts that might be useful to the team. It’s ok to make the brief a little more unrestricted, as long as you clearly state all the required information for the campaign. You can even extend a tad more if you need to; make sure you maintain the brief essence. 

Executive Summary 2 Page Creative Brief PPT Template
Source: Executive Summary PowerPoint Template by SlideModel.com

Alternative formats 

PowerPoint Presentation 

If you plan to collaborate with the rest of the team, go the extra mile and create something with more design elements. A great way to go is a simple PowerPoint presentation where you can add phrases or information about each slide in each of the slides one of the steps. A significant advantage of using a PowerPoint template is that you can also include any company (either your client or your’s) style elements. If you currently don’t have any you’d like to use, don’t worry; we have your back.

To make sure your presentation has everything you need, it’s important that when you’re looking for a template, you plan out and outline all the information you will add to the brief. Make sure you don’t jam your slides with text and make good use of the white space. Include any brand data you need to include, and don’t be shy of having charts or visual references that will get the message across.  

Corporate Creative Brief PPT Template
Source: Simple Corporate PowerPoint Template by SlideModel.com

Pitch Deck 

The creative brief in structure can be pretty similar to a pitch deck, so an exciting approach can be to use a pitch deck and substitute some elements. 

The pitch deck usually begins with an introduction where you can include brand or company basics. Afterwards, the next slide would generally have the problem, which is an excellent way to frame the project’s scope. Moving forward, you would see a solution or project which can be exchanged for the big idea. From then on, the pitch deck generally explores KPIs related to achievable goals, market sizes, and demographics, including buyer personas or targets. Therefore, you can easily turn a pitch deck template into a creative brief deck with a couple of tweaks. 

Pitch Deck Creative Brief PPT Template
Source: Pegasus Pitch Deck PowerPoint Template by SlideModel.com

Trello to PowerPoint 

If you want to supercharge your brief and earn some automation points, you can also create a Trello board where every column is one of the elements of the creative brief. From then on, you can create cards with the specifics, include tasks, and add timelines for better visibility. You can even make this brief-Trello into a collaborative tool so all your team can get ad information relevant to the project. 

For the last step, you can use our tutorial on converting Trello Boards into PowerPoint presentations and sending this out to all the stakeholders as an easy to verify PDF that can evolve with the project. 

Creative Brief Presentation 

Generally, the creative brief will be discussed between the client and creative teams to ensure that it includes all the crucial points. However, the way this meeting goes depends on what both parties need. Traditionally, reviewing the creative brief is a regular sit-down session, and a simple document is shared between the parts. However, after 2020 we have gotten more and more used to virtual meetings and new ways of doing things. 

Presenting the creative brief is an excellent opportunity to showcase your client in an innovative format all the work you will be doing from them based on your understanding. Depending on the media you chose to work your creative brief, 1-2 pagers, PowerPoint presentation or even a bold Trello board, it is a great idea to take into account these tips: 

Schedule the time: This way, you will know your client will be providing you their full attention to revise and approve the brief; often, this is the document that kicks off a campaign or creative project. 

Make an impactful presentation: In many cases, this meeting will be the first time you share the overall strategy or “big idea” with your client. Sometimes brief creative sessions include presenting slogans or brand claims that can be inspiring and emotional. Don’t underestimate this opportunity and start building this excitement with your client. 

Leave time for questions: If your client is not the creative type or has little experience with the process like this, they might have many questions. Make sure you don’t rush through the presentation and leave some space for interaction. Some of the client questions might come in handy afterward when developing the plan. 

Final Words 

Having a creative brief is not only an industry standard for many but also a common language. The advantages of having and building a well-structured one can take time in the beginning but shave time off afterward. 

Hopefully, with this guide and some extra inventive tips, you and your team will build a simple yet cohesive creative brief that will make your next project uber-successful. 

1. One-Page Business Plan PowerPoint Template

Use the One Page Business Plan PowerPoint Template to create any type of summary either creative or more formal to share with your team. 

Use This Template

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