Guiding vendors and agencies

…Your strategy may include the creation of marketing materials,…like advertising, promotions, websites, and sales literature.…If so, you'll probably use some type of external agency or…an internal team to help you.…To do a great job for…you, they need your guidance and you do that with what's called a creative brief.…A creative brief is a short overview of a creative assignment.…A good creative brief sets expectations for the project.…

It answers key questions like, what needs to be created?…How will it be used?…What are the deliverables for the project?…And when are the deadlines?…It's like a contract.…You can find many templates online for creative briefs, and…in the exercise files, I've included a sample that you can follow.…Whatever format you use, it should include the following.…First, give an overview of your marketing situation.…What's the big picture?…What's going on in the market?…What's the competition doing?…Are there any opportunities or problems in the market?…Next, describe the objective of the creative piece.…