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FREE Download: Write a killer creative brief just like Stephen King


Have you ever wondered how some marketing pieces just work? Is it sheer creative genius on the part of the people involved or do they have access to a top secret creative sauce? The team here at ICP have developed an easy to read and yet comprehensive resource tackling the subject of creative briefs and how anyone can learn how to create one.

What is a creative brief?

Put simply, a creative brief is a roadmap leading to the creation of a digital marketing asset designed to achieve a clearly defined goal. Developing a crystal clear understanding of who the marketing asset is targeting and how it will fit into their life is all part of creating successful marketing campaigns. The creative brief, therefore, becomes the foundation stone upon which all winning marketing communication assets are built. A good creative brief provides turn-by-turn navigation and helps you take the consumer on a journey to a predetermined destination (the goal of a marketing campaign, as an example).

Download Creative Brief Ebook

Does it take a magician to deliver a great creative brief?

Writing a great brief is a skill anyone can acquire and this Ebook is a good starting point. You will read a distillation of the key attributes that anyone seeking to master brief writing will need to possess. Among these include:

  • An ability for clear and direct communication
  • The confidence and optimism to articulate ideas
  • And a persuasive attitude that drives others to action

So, in short, no, you don’t need to go to magic school. The Ebook develops the idea that a creative brief is a comprehensive map and those who possess the skill to define where they are, where they want to go and how to get there will undoubtedly help. We will dive into ways you can develop the attributes above, plus others you will find in the Ebook. Then you'll be on your way to writing better briefs.

Why better creative briefs are important

The success or failure of marketing communication can often be traced back to the quality of the creative brief. This statement seems hardly unlikely simply because of the fact that a creative brief is like the GPS in your car: you trust it to take you to your destination, fast, safely and using the quickest possible route. A creative brief should instill trust in your organisation, and offer a plan that helps your customers get to their goal, quickly but safely, with minimal hiccups. 

Some of the benefits of having a well-constructed brief include the following:

  • It gives creative talent direction and a measure of performance (are their ideas aligning with the brief?)
  • It provides accountability – who, what, when, how much ensures communications are delivered on time and on budget
  • Almost eliminates the need for endless creative revisions which suck morale and purpose out of your creative teams

Why everyone working in the creative industry needs to read this

Whatever role you play in the creative industry, there is something important in this Ebook that you will be able to use today. The paper tackles the entire ecosystem of a creative brief, from conception to retirement. If done right, it will simply mean more of your marketing communications fulfil their sole purpose (as defined in the brief).

If you read and assimilate just a single page from this resource, The Logic of a Great Creative Brief is the page which covers the essence of the entire document.

What’s Next?

If you are like many clients, you have probably come to the conclusion that your briefs could be better. If you want to improve your creative brief writing, or just want to learn more about how a creative brief can help your company, click "DOWNLOAD EBOOK". You'll be able to read it immediately and keep for future reference.

Download your copy now and start enjoying the benefits of better creative briefs today. 

If you want to further your knowledge on all things Creative Brief, check out our workshop, video and webinar!


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