Creative Brief
The Creative Brief meeting is where you ask the client to “Imagine if…”. It should be a powerful “aha” moment for the client. It is a synthesis of what might be if they meet their strategic objectives. It is also a “team” effort. You come in with a concept to get them to get them engaged in their future. It will help you as the Strategist to best define how their existing assets can fulfill the draft brief. The single most important role of the Creative Brief is not a product but a concurrence of client and you on the path forward and why it is the path forward. .
Before the meeting
Stress the importance of this meeting to the client. Prior to meeting with the client:
- Schedule meeting with Creative Director to brainstorm creative directions
- Outline the “story” with no more than three “slides” to represent our high-level concept
- Work with a graphic designer or use software to create three slides.
- Clearly state to client how does this direction support the goals identified in the Strategic Objectives?
Setup creative session with Creative Director
Storyboard the idea in 3 frames
Know how the idea can fulfill strategic objectives
Creative Brief Presentation
Before you present the idea to the client, remind the that it is a draft idea. Its main focus is to spark new ideas. You need to the client to offer input and expand on what you present. If you do all the talking during the session, you have failed. The input of the client is critical.
- How does it support the goals?
- How does it align with the personality of the client and/or the brand?
- How does it support a greater campaign as we continue through the discovery?
Tip: Listen to your client. Ask questions to get them to engage.
The Conversation
The conversaton is about growing what you presented. It is not a static presentation but an organic one. The storyboard should change based on feedback and open conversation.
During a creative brief session, no idea is out of bounds and no idea is finite. Listen for tag lines or words. Look at your client’s expressions. Are they engaged or are they bored?
- After presenting, go through each frame or idea for feedback.
- Notate the changes.
- Talk about how the ideas “might impact” website, ppc, social, etc.
Tip: It’s not about our idea being the right idea. It’s about our idea leading TO the right idea with the client involved in the decision.
The Commitment
“‘Imagine if’ cannot happen without all of use being involved.”
Take the ideas from the creative session and use them to:
- Define the goals of the future asset reviews.
- Refine or redefine the creative concept.
Follow Up
Send a follow up email through click up. The email should recap and do the following:
- What was discussed in the Creative Brief?
- What is the next step?
Schedule Tech Audit Review.