4 Benefits of a Strategic Creative Brief

Many people abandon using a strategic creative brief when launching communication projects due to time pressures. However, it can be a great tool to stimulate strategic conversations, document expectations, apply creativity within guidelines, and objectively judge whether the communication piece is delivering on expectations. It also helps minimize I like / I don’t like conversations when evaluating a creative piece. The strategic creative brief should include objectives, preferences, and guidelines. Using this brief can lead to better results for traditional marketing communications efforts, social media content efforts, and non-communications efforts.