Studio GLUE

A well-researched and clearly worded job brief save the business plenty of time, money and work relationships.

An incomplete job brief will result in movable goalposts and delayed delivery. In the real world, however, it’s impossible for the marketing manager to have all the right information right up to the moment the production team is briefed.

When we prepare a timeline proposal for a design project, we’d always include several days between each delivery stage, so that the project managers would have time to reflect and give appropriate feedback for the next step.

Below are a few simple points that could help derisk the briefing process:

An effective creative brief must have:

✅ Clear objective

✅ Target market

✅ List of deliverables

✅ Project timeline

Objective: A creative job brief contains important information such as target market, campaign objective, specific deliverables and project timeline. The quality of the brief improves when accompanied by a clear set of brand guidelines.

Deliverables: Identify the main channels of the campaign before creating the assets. Businesses need to work with marketing and production teams to create the best executions for their brands.

Target market: Most businesses identify their audience through research, in order to understand how the customers engage and benefit from their brands.

Timeline: It’s difficult to score without a goal. Using marketing roadmap and placing milestones on a campaign timeline moves the team towards the desired outcome quicker within budget.

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