From the course: Working with Creatives

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Create a brief

Create a brief

From the course: Working with Creatives

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Create a brief

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- [Instructor] Create a brief, a brief brief. It's really going to be easy if you know what you want. A brief is essentially a summary of a project's purpose. It will serve as the constitution for the project, a document that everyone can check again and again to make sure they haven't gotten off track. It also ensures everyone is on the same page with what the goals are. It's crucial that the key stakeholders agree with this document. This is the perfect way to get feedback from everyone before the work has begun. Making changes to the brief after work has begun instantly creates the kind of overages everybody hates. It also saps momentum and turns creatives from optimists into pessimists, which can be really frustrating. None of which is ever conducive to doing great work. Remember, this is all ultimately about creating the best environment for the best creative work to make you look like the best client, or CEO, or CMO, whatever you happen to be. What does a brief look like? The…

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