The Creative Brief
Author of this post: John Kuraoka | About Blog Authors »
An ad concept does not exist to win awards, or to set trends, or to break rules. It exists to solve a problem. That’s the challenge of commercial creativity.
The glory part is that if you solve the problem in an unexpected way, you sometimes achieve those other objectives too. But, you have to solve the problem. And, to do that, it helps to start with a good creative brief.
Here’s the form I’ve used as a starting point for 20+ years. I like that it’s short, yet comprehensive enough to suggest other avenues of exploration. I’ve tweaked it many times over the years, so feel free to modify, copy, and use it as you please.
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