Примеры брифов: creative brief

1. Creative brief
n.b. marketing ltd.
Southfield House, Southfield Business Park, Falcon Way, Bourne, Lincs PE10 0FF
t 01778 420640 e nbm@business-growth.net www.business-growth.net
What makes a good creative brief?
Imagine, for a moment, that instead of asking the people responsible for your marketing to
produce a new brochure for your organisation, you are about to build a bridge.
You have called together a team of specialists who will contribute to building the best and
most effective bridge.
Will this happen if you don’t give them the information they need to pull together to deliver
the best bridge possible?
How about where it should start from & where it should finish? Maybe you’d give them a clue
to what you’d like the bridge to look like, what vehicles will need to cross it, what size boats
need to go underneath, if it needs to allow pedestrians to use it.
You don’t need to tell them how to build it. That’s their job. You’re going to wait to see if their
drawings meet all your criteria.
It’s the same with a creative brief. Whether you are executing it internally or briefing a
creative agency, they need to know where you are now and where you want to get to. What
will success look like? And how will it be measured.
The better the brief, the better and more accurate the results. The more time, effort and
information you input at the start, the greater the time savings throughout the process.
Briefs don’t have to be long, wordy documents – they are called ‘briefs’ because they are
meant to be brief. They are a clear and focussed summation of your thinking.
We have produced a Creative Brief template download that you can use to prepare for any
new marketing project.

2. Creative brief
n.b. marketing ltd.
Southfield House, Southfield Business Park, Falcon Way, Bourne, Lincs PE10 0FF
t 01778 420640 e nbm@business-growth.net www.business-growth.net
Project Managment – Please provide the basic facts of the project
1. Project Name
2. Project Type
3. Company Name
4. Brand Name
5. Client Team – who from your team will be working on the project including project
manager and contributors. Who is responsible for approvals?
6. Agency Team/Resources required

3. Creative brief
n.b. marketing ltd.
Southfield House, Southfield Business Park, Falcon Way, Bourne, Lincs PE10 0FF
t 01778 420640 e nbm@business-growth.net www.business-growth.net
Project Background – Where are you now and where do you want to be?
Please provide some background information on the marketing strategy behind this
project. This will help to fit the current project into your overall strategy.
7. What is the main purpose of your business ?
8. Where is your market and who are your customers?
9. What sort of position does your business hold in the market (market share? No. 1?)
10. How would you describe your company’s image and reputation in the market in which
you operate?
11. Where are you trying to take the business and what sort of position/image/reputation
would you like your business to hold? (your objectives)
12. How does this project fit into the overall marketing strategy for your business?

4. Creative brief
n.b. marketing ltd.
Southfield House, Southfield Business Park, Falcon Way, Bourne, Lincs PE10 0FF
t 01778 420640 e nbm@business-growth.net www.business-growth.net
Current Project Overview – What are we doing to get there, who do we need to talk to and how
will we know we’ve arrived?
Provide as much information as you can about the project, how you would like it executed and
what you want to achieve with it. Be clear about any design parameters that need to be
considered e.g. brand guidelines, corporate style, terminology, or anything that you feel
particularly strongly about.
13. What is the purpose of the project? e.g. launch a new product or service with a view
to creating awareness and/or enquiries,
14. What do you want to produce e.g. brochure, flier, email, advert?
15. Who is the project aimed at – your target audience?
16. What ‘customer needs’ does this project address?
17. What are the key themes you would like to convey?
18. What are the key features and benefits of what you are offering?

5. Creative brief
n.b. marketing ltd.
Southfield House, Southfield Business Park, Falcon Way, Bourne, Lincs PE10 0FF
t 01778 420640 e nbm@business-growth.net www.business-growth.net
19. What is the call to action or offer? How do you want your target audience to respond?
Think carefully about this – does the offer reflect your objectives and your customers’
needs. Customers will not respond just because you want them to. You must come
up with a compelling offer that answers the question ‘What’s in it for me’.
20. How will you measure the success of the project?
21. What is the timescale of this project?
22. What is the budget?
If you are able to provide some budget guidelines or expectations this will save all
parties’ negotiation time. Alternatively ask for the recommended budget based on the
criteria set out in this brief.
Design Brief Be clear about any design parameters that need to be considered e.g.
brand guidelines, corporate style, terminology, or anything that you feel particularly
strongly about.
23. Do you have a particular format or size for the brochure/advert in mind?
24. Are there any branding rules we need to follow e.g. use of company logo, brand
logos, typeface, colours?

6. Creative brief
n.b. marketing ltd.
Southfield House, Southfield Business Park, Falcon Way, Bourne, Lincs PE10 0FF
t 01778 420640 e nbm@business-growth.net www.business-growth.net
25. Do you have any imagery/photographs available or will you need us to source these
for you?
26. Do you require help writing copy
27. If yes, please describe the tone of voice do you like us to use. If possible provide a
sample of writing that demonstrates what you’d like to achieve
28. Is there a style/look you like the look of? It may be something you have already
produced, it may be from a competitor or it may be in a completely different line of
business.
29. Any other information you think would be helpful and relevant. (Please include source
references or attach appendices where applicable.)
We can also provide competitive print production and fulfilment quotes – please ask for details.