Digital Display Creative Brief

A key task in running any display or video or outbound channel is the creative strategy. With this in mind, we need to do what’s called creative briefing. It’s an important task and component of any display or video campaign. The creative brief is a document that outlines your campaign theme, the audience you’re going to target, the channels that will be used, the sizes of the things you want to create, the assets, the pixel dimensions, and other specifications related to the creative formats required for that campaign.

When we do all our research and we decide on our campaign idea, we can then go ahead and write a brief to give to our designers, to our creative team, or to our agency partners to produce the ads based on our requirements. We’ve written it down and then they have to go ahead and deliver. An important thing to outline is why you would actually spend time writing a brief. Well, actually, let’s look at that in terms of the main benefits of a brief. Well, first of all, it allows for idea generation by the creatives and the designers. It also defines the messaging and it gives a list of formats that the guys actually have to go ahead and make.

You know, for you, it challenges you to define what it is you actually want to achieve or communicate, and this is an amazing result which allows us to help align the creative production with the audience persona preferences, and all of those different factors to focus us in on our objective. In a typical creative brief, we’ll include a number of things. These include our brand guidelines, so what exactly are our colors and what is our brand guidelines. It’s essential to have it in there. The campaign idea, what is the main theme of the campaign, what are we trying to do? Our business goals, what are we trying to achieve?

Our audience insights, what have we unearthed from our research that can help the creative develop those ideas? The format, sizes, dimensions, and channels that’ll be used are all key considerations of any creative brief, and don’t forget any other mandatories like your logo or your tagline or something like that that must be included in your brief for your campaign to get past key stakeholders in your organization.