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In this series of videos, were going to look at the creative brief. As the name implies, a creative brief is a short document defining a creative project. This could be anything from an ad campaign to a website or a promotional video. Creative briefs are the initial kickoff for the marketing campaigns. Theyre generally the first official document to be produced and circulated following the original brainstorming session or back-of-the- envelope scribblings. So why do we need a creative brief? At its most fundamental level, a creative brief sets out what is to be accomplished. It defines the scope of the project. It gives everyone involved an idea of how long it might take, the resources involved, and most importantly, the project goals and how it will be measured. It contains several elements that well get into later. For now, lets just say before you start a project, you need a statement of intent. To use an analogy, suppose youre an architect. One day youre approached by three
