As creative veterans will tell you, starting a project without a creative brief is like starting a road trip without a destination or a map. Creative briefs are an essential tool for gathering pertinent information, setting clear objectives, and aligning expectations. Since briefs provide a common ground for managing creative projects and evaluating their success, it’s critical that you have a well-defined process for producing and using them. Composing the brief can’t be a perfunctory, “check-the-box” step. Letting the intern do it, or repurposing one from a previous project, is just as bad as having none at all!

Be sure and tune in to a free webcast on May 17, 2007, “Successful Creative Briefs: Linking Business Objectives and Creative Strategies” featuring creative consultant Emily Cohen.

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