ABSTRACT
A creative brief is a shorter version of a strategic message planner (SMP), usually just one or two single-spaced pages. SMPs contain much more information than creative briefs. Creative briefs generally consist of short answers to a series of questions. The extensive information within an SMP can lead to deeper creative insights into effective messages. Sometimes, a client might be overwhelmed by the depth of an SMP. A creative brief based on an earlier SMP can be a meeting-friendly alternative. Creative briefs can be used to gain strategic writer’s client’s permission to proceed with the ad or campaign—and they can keep strategic writers creative team focused on the target audience and the strategic message they intend to deliver to that audience. Creative briefs exist either on paper or as online documents that can be transferred easily among members of a creative team. Like SMPs, creative briefs exist on paper and on screens.
