A
Social Media Creative Team's
DREAM BRIEF
(and how you can make it come true)
happymarketer

If Account Executives are from Mars,
then the Creative Team is…
probably
FROM A GALAXY FAR, FAR AWAY!
happymarketer

happymarketer
And sometimes, it just feels like we, the creative team,
speak a different language altogether.
Sometimes deadlines are tight.
Sometimes that certain piece of work
has to be reworked.

happymarketer
While the language maybe different,
we’re more than willing to translate.
Here’s how to give us a creative brief that will
make things easier for us (and smoother for you).
It’s a win-win!

TOO MUCH INFORMATION
(it’s called a brief for a reason!)
DON’T: Fill out the brief with unnecessary
details or give us a whole list of pros of the
product to work with.
1
happymarketer

INSTEAD, TRY: Answering this one question:
What is the one thing you want us to dramatise?
happymarketer

THE ATTACK OF THE JARGON
DON’T: Employ roundabout marketing
terminologies and utilize grandiloquent
verbiage. (See what we mean?)
happymarketer
2

INSTEAD, TRY: Straight talk that will engage
and inspire.
happymarketer

CARRY OUT REBRIEFING - SECOND TIME LUCKY!
DON’T: Brief us without fully understanding
the clients’ requirements first! Multiple changes
at a later stage = wasted time & effort.
happymarketer
3

INSTEAD, TRY: Rebriefing. After you prepare the
creative brief, run it by the client to make sure
that you’ve got the proposition right and that
you’re not missing anything important!
happymarketer

AN UPSIDE DOWN BRIEF
DON’T: Start with the long-winded background details,
before leading up to the requirement and
the actual proposition.
happymarketer
4

INSTEAD, TRY: Giving us the proposition first.
We creatives are an intuitive bunch, so this
helps us absorb the information better.
happymarketer

DIVE DEEP
DON’T: Simply give us a superficial
understanding (the Who, What, Why) and
leave it at that.
happymarketer
5

INSTEAD, TRY: Doing your research and
including relevant extras and examples.
happymarketer

happymarketer
A good brief eliminates misinterpretations.
A good brief is the difference between
pulling all-nighters and getting it
right the first time, so that we can all go out for a beer.
Care to join us for a round or two?

happymarketerhappymarketer
THANKS FOR READING!
Compiled by:
Sanhita Mukherjee & Riya Naskar
GOT SOME INTERESTING STORIES TO SHARE ON CREATIVE BRIEFING?
FEEL FREE TO REACH US OUT AT:
www.happymarketer.com
@hmarketer | hello@happymarketer.com

CREDITS
http://wearefury.com/blog/writing-a-creative-brief-for-an-advertising-agency/
http://www.howardibach.com/?p=1744
http://www.campaignbrief.com/2014/03/simon-veksner-would-creatives.html
http://advertising.about.com/od/tipoftheweek/ht/How-To-Write-A-Creative-Brief.htm
happymarketer