Five steps to a great creative brief

Five universal steps that can help marketers and agencies get the most out of their creative briefs.

In advertising, it can be argued that the smoothest path to great creative work begins with an equally great creative brief. But the process of delivering an effective brief is no easy task, if the numbers are anything to go by: According to a 2015 AN, there is a wide gap between how clients and agencies each rate the quality of briefs. While 58 percent of clients surveyed believed they provide clear assignment briefings to their agencies, a mere 27 percent of agency respondents agreed. Similarly, found that a great majority of agencies (82 percent) say client briefs only sometimes, if ever, include a distinct view of the customer; 73 percent of clients believe otherwise.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands