I developed this for an in-house marketing team to help them get on the same page -- quite literally. It covers the basics on how and why we use a creative brief. I cover the off on the 7 core inputs to any creative or marketing brief. Perfect for those studying or entering the creative sector.

1. Let me be Brief
The Marketing Brief | Finding Creative Clarity from Chaos
Pamela Von Lehmden
Senior Director Integrated Marketing | Brand Strategy and Innovation
www.linkedin.com/in/pamelavl

3. What the What | Today’s Discussion

4. What is a Brief?
• Well-defined blue print, a guide, a source of inspiration.
• Informed by data and seeks to solve a business
problem.
• Outlines the insight, audience, call to action and what
success looks like.
• Consistent frame of reference with clear parameters.
• Inspires the creative content and all communications.
In short, the what, who,
where and when.

5. What it’s not.
• A list of instructions.
• A check list.
• A form to fill out.
• An educated guess.
• A novel.
• A waste of time.
• A one-person job.
• An easy document to write.

6. The brief is what we are doing. The creative content is how.

7. There are four key elements of a brief.

8. Clarity. Clearly state
the (one) problem
we’re being asked to
solve.

9. Clarity. Clearly state the
(one) problem we’re
being asked to solve.
Simplicity. Use
straightforward
language that’s easy to
understand.

10. Clarity. Clearly state the
(one) problem we’re
being asked to solve.
Simplicity. Use straightforward
language that’s easy to
understand.
Accuracy. All the
information is correct;
and data vetted through
either primary or
secondary research.

11. Clarity. Clearly state the
(one) problem we’re
being asked to solve.
Simplicity. Use straightforward
language that’s easy to
understand.
Accuracy. All the
information is correct;
and data vetted through
either primary or
secondary research.
Inspiration. Provides
inspiration not a
prescription to develop
the content or concept.

12. Whatever.
Is it a …
Client Brief
Strategy Brief
Assignment Brief
Creative Brief
Marketing Brief …?

13. Whatever.
Is it a …
Client Brief
Strategy Brief
Assignment Brief
Creative Brief
Marketing Brief …?
Blah, blah, blah … Let’s just call it THE brief.

14. It really doesn’t matter …
Just believe in the brief.

16. Rules of the Brief
• Interrogate the brief.
• Briefs are organic and collaborative.
• The brief has one owner but many voices.
• Treat it like a snowflake …
• Speak like the target.
• Use unexpected and evocative language.
• Every word is sacred. Be purposeful in word choice.
• It’s called a brief for a reason. Less is best.
• It’s not just a brief. It’s a briefing.

17. Got it | Now What?
Dissecting the Brief
7 Core Inputs

18. 1. Business Challenge
Business Challenge: Outlines the current business environment
and company situation.

19. 2. Business and Marketing Objectives

20. Business Objective: Shared across the enterprise and directly
solves and delivers on organizational growth goals.
Marketing Objective: Specific to the impact of marketing (i.e.,
awareness, engagement) can have that supports business goals.

21. 3. Target and Mindset
Target: Typically a persona created through a synthesized mix of
demographic and psychographic. (Spoiler alert – it’s not ALWAYS
women 25 to 54.)
Mindset: Illustrates how our target feels now (current mindset); and
how we envision them feeling (desired) after our activation.

22. 4. Insight
Insight: An inspiring culmination that points out the “white space” or
ownable opportunity for us to build our a.) strategy and b.) creative
upon.
Insights are a mix of data (truth) and tension (feeling) written in the
target’s perspective. It leads us TO the creative concept or content. An
insight is not shared to external audiences; it’s not an observation; it’s
not an idea; and it’s not data. It’s an “a-ha”.
When writing and evaluating an insight look for:
- Context
- Human Truth
- Tension
- Motivation
- Ideal state

23. 5. Problem
Problem to Solve: The one clarifying question our marketing strategy
and creative (content/campaign) needs to be laser focused on solving.

24. 6. Strategic Approach
Strategic Approach: A brief, directional explanation of how you’re
organizing the path forward (or strategy) – which helps frame the
communications activation, communications channels and creative
concept.

25. 7. Priorities, Considerations and Mandatories
Priorities: What must be communicated in any creative expression or final
product. Typically internal corporate assets/messages or product elements on
which the company is focused.
Considerations/Mandatories: Suggestions or expected application of resources
and/or assets used in developing the final creative product.