Writing a brief is the first task you need to complete when you are charged with managing an advertising campaign. Your brief gives a background information on a product or service which will guide the creative team in the performance of its role in getting ready the finished advert copy, among other things. It is the foundation of any advertising or marketing campaign and essentially holds the marketing campaign together. To write or get a good creative brief, a mix of due preparation, good habits, proper account management, creative direction and effective training, all come into play.

Let’s look at some helpful steps to getting a great brief out there.

Get the Information You Need from the Client

Writing a good creative brief is dependent on the information provided by the client. That’s why it is important you leave no stone when it comes to asking questions and seeking clarification. Every information about the product or service you want to advertise should be provided in detail: the strength, weakness, target audience, what problem does it solve, etc.

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