Creative Brief

From the basic idea to a advertising splendour, creative brief is the only one thing which sets up the foundation.

Experience suggests that the creative brief formats and tools we learnt at advertising schools and religiously followed in the initial parts of our advertising lives were not all that this 2 pieces of paper has to offer, there is this greater meaning on a larger horizon hidden beneath the simple words.

For me creative brief is not just a template its rather a expression from the consumer's end written well advanced in time, for it will eventually be translated into the experience your consumer is going to have.

We have been well taught as to what creative brief should include but what a creative brief should not include is KPI's and ROI's, simply out of the fact that if you assign a measuring yard stick to a creative document you get to dilute the creative angle. The contradiction in this aspect can be that every thing business has to be calculated in terms of return but creativity is marred when driven with the objective of sales.