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Take 10: How to Develop a Dynamic Creative Briefing Document

R. Stephen Rayfield
Fri, Jan 2, 2015
10 minutes

The majority of creative briefings are conducted verbally and based on feelings rather than clear, strategic thinking. However, this exposes a problem when campaigns are presented—there is no guide to evaluate the assets against, and the project as a whole becomes less organized, effective, and focused.

In just 10 minutes, we'll discuss the key components of a creative briefing document. You'll be able to take what you learned and develop a document that provides solid direction and parameters to your agency, internal marketing communications team, and/or any other group that has a hand in developing your product or brand campaign.


R. Stephen Rayfield is a marketing strategy mentor, trainer, keynote speaker, author, podcaster, and the president of ESIL, a marketing consulting firm that drives business revenues and profits by creating strategic marketing plans. He is the author of several e-books on marketing and the internationally sold business marketing book, Why My Company Needs Integrated Marketing Now!

Who Should Attend?

Anyone involved with the creative process—product or brand specialists, managers, and directors, advertising executives, and directors of marketing.

What Will You Learn?

At the end of this Take 10, you'll be able to:

  • Define the specific needs and expectations of your creative program
  • Take a strategic approach to the creative development process
  • Develop an effective creative briefing document

About Our Take 10 Program

In just 10 minutes, each Take 10 video tutorial features step-by-step instructions on a narrow topic. Packed with takeaways, every episode comes with a handy one-page checklist, so there's no need to take notes. Just download the PDF. PRO members can now watch Take 10 tutorials using the MarketingProfs mobile app. Download the iPhone or Android app, and get smart on the go!

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