The function of the creative briefing is to clarify the purpose and effect of this creative idea and clear the train of thought. Many details need to be communicated repeatedly with the cooperation department or Party A, which is the most accurate information about the activity. There is still a part that needs to be inferred according to the demand.
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Brief is used for multi-party cooperation. For example, if an advertising company takes over the work of other companies and becomes Party B, then the requirements put forward by the company they serve are brief. The requirement of Party A's company is to issue a briefing. The advertising company should give the corresponding content scheme according to the received demand.
In the process of international advertising creation, "advertising briefing" and "creative briefing" are highly valued. Some enterprises can discuss its accuracy and strategy for one year in this step, and then decide the direction and continue advertising creation. However, some customers, due to the complicated internal structure and interpersonal relationship, require concise briefings in some communication links.
The content of advertising briefing must be accurate, highly analytical, insightful and strategic. Otherwise, it is a pile of raw facts; Of course, many times, advertising companies get not only reliable facts, but also fictional reasoning and subjective opinions. Moreover, information will be easily uploaded from customers to salesmen and then to creative people.
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Baidu encyclopedia-creative briefing