|How this Site Works||Why Write a Brief?||Principles of a Good Brief||Industry Best Practice|
... and how does it fit in to the rest of the Marketing Communications process?
|client brief: Statement of the problem/opportunity. Emphasis on clarity and a succinct summation of the brand's current position, its marketing strategy and where it wants to get to. Should always be written by the client.|
|creative brief: The beginnings of the creative solution. Emphasis on crystallising the strategic ideas to provide a springboard that will inform and inspire creative ideas. Usually written by the agency|