From the course: Running a Design Business: Creative Briefs
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Who should write a creative brief?
From the course: Running a Design Business: Creative Briefs
Who should write a creative brief?
Traditionally, creative briefs have been templative forms that are filled out by the person who manages the client relationship for the creative firm. If you're a freelancer, obviously, that's you. But in a larger organization, that could be one of several people. A creative brief could be written by the creative director, designer, project manager, strategist, planner, producer or account executive. Whoever has the most client and project knowledge is the best person to write the brief. The writer has to have the ability to clearly set the direction for the concept and execution of the creative. So many times that's the creative director. Writing a good creative brief takes a lot of thought and practice. The more you boil down the information, the more useful a creative brief will be. It needs to be simple and precise, so the creative brief writer should be someone who can think like that. In some situations, the account executive or producer writes the creative brief. That's because…
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