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What constitutes a great creative brief?

We asked, you answered, and the results are in… what really does go into a great creative brief?

The creative brief is the foundation of any campaign. A great brief is the cornerstone on which the most innovative creative ideas are built, those which will resonate and drive lasting behaviour change in the target audience while looking and feeling shiny and beautiful at the same time.

To further investigate what the creative brief means (or doesn’t mean!) to our clients, we ran a comprehensive survey which covered all aspects of brief-writing. From the importance of insight vs. eye catching creative to the personal and company objectives which can influence the campaign goals, we’ve done a deep dive into our clients’ minds to understand what they really think about the subtle art of the creative brief.

Access the full report here.

11th November 2022

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Page & Page and Partners

+44 (0)20 8617 8250

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The Ministry
79-81 Borough Road
London
SE1 1DN
United Kingdom

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