Although well-intentioned, marketers new to the creative development process will frequently provide the creative team with an overly directive brief, one which leaves little room for actual creativity. Successful creative briefs however, while clearly stating the business goals of the project, strike a tone of openness and collaboration with regard to creative direction. Michael Hunter, a veteran marketer at Whirlpool describes his approach this way: “Ideally you are defining the space within which the creative team should design and then you need to let them do their job. The objective is to set goalposts for the creatives without infringing on their territory.”

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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