Creative briefing, strategic starting point

Do you still don’t know what a creative briefing is? From ROI UP Agency we tell you!
It is an essential document without which designers cannot start working. It compiles the client’s needs and allows us to establish clear and measurable objectives. From ROI UP Agency’s creative team, it serves as a strategic starting point. Therefore, it must have a logical order, from the general to the particular, well detailed, but without being too extensive. In addition, it is essential that it is completed together with the client to clarify any concept that is proposed and is written objectively for greater clarity. In this way, we ensure that the information is understandable to any member of the team involved in the project.

At ROI UP Agency we like the client to be happy with our work and in order to carry it out, we need as much information as possible. Therefore, we are going to explain in a very easy and synthetic way what we need in a creative briefing to get an idea as close as possible to what the client is asking for.

What should a creative brief contain?

History of the company: a brief and clear account of the company’s history.
2. Brief description of the brand or product to know where we are starting from.
3. Clear objectives of what is being sought.
4. Description of the target audience: we need to know who the target audience is.
5. Products or services to be communicated.
6. Timing: how much time we have to accomplish what is expected from the project.
7. Information to know how is the market in which the product or project to be developed moves and what are the particularities of the sector.
8. What is the direct competition is a fundamental part of a creative briefing. From its analysis we can identify what points we like and what we would not do that the competition does.
9. Leaders in the client’s sector that he considers as his competition.
10. Budget available to work with.
11. Additional documentation that may serve to complete the basic information.
12. Information on the corporate image. If you have it, it is very useful to know which are the guidelines proposed by the brand.
13. History of previous marketing efforts and what results they have had.
14. What are the needs in digital communication?
15. Legal limitations.
16. References of actions carried out by the competition detailing why you like some of them and not others.

List of Creativity publications

Featured Creativity Publications

Artificial intelligence and creativity: Is it a threat?

'''Do Androids Dream of Electric Sheep?''' This is the title of one of my favorite science fiction books by the writer Philip K. Dick. A book that would later be adapted by director Ridley Scott in the film Blade Runner, another masterpiece of the 80s. The film tells a fictional story about a future in which the AI is so advanced that androids become completely equal to humans and impossible to distinguish.

Re engagement: the powerful union between creativity and automation

We are living the boom of automation in advertising campaigns. We carry out increasingly effective strategies where the result is above all, but it is an immediate result that often leaves aside the health of the brand in favor of increasing profit. To avoid that in the long run it can take its toll on advertisers, we want to vindicate the concept of Re Engagement.

How does color affect advertising?

Choosing color for a brand is not an easy task. It is a significant factor to take into account because it enhances the personality of the brand and also influences the emotions it generates in people. Therefore, it is necessary to take into account which color goes more with the essence that you want to transmit depending on the use and the one you want to give to the brand.