What is the so-called brief in an advertising company?

Creative briefing, also called briefing, also called work briefing. In an advertising company, the customer first informs the customer service staff of the advertising company, and after knowing the situation clearly, the colleagues in the customer department sort out their ideas according to the customer's requirements, and then write a briefing, which becomes a work order for everyone to see.

1. Creative briefing is very important for the success of advertising. It establishes the direction, formulates strategies and gives guidance for the creation of advertisements, and at the same time, it also plays the role of a link between facts and creation, ensuring the unity of advertising strategies and creativity.

2. Creative briefing should include five parts: brand planning, brand positioning, brand photos, creative description, sales concept and communication strategy.

3. The content of advertising briefing must be accurate, highly analytical, insightful and strategic.

Extended data:

Advertising, as its name implies, is to advertise widely, that is, to inform the general public of something. As far as its meaning is concerned, advertising can be divided into broad sense and narrow sense. Broadly speaking, advertisements refer to advertisements that are not for profit, such as government announcements, notices and statements of political parties, religions, education, culture, municipalities and social groups. In a narrow sense, advertising refers to advertising for profit, usually referring to commercial advertising or economic advertising. It is a means for industrial and commercial enterprises to spread commodity or service information to consumers or users in a paid way through advertising media. Commercial advertisements are such economic advertisements.

References:

Baidu encyclopedia-creative briefing