As a creative producer, director or writer, the one thing that you need when dealing with a client is a creative brief. Having a creative brief is extremely important if you want the project to go through as planned and more importantly, if you want to see eye to eye with the client.
A proper creative brief is time saving and it also ensures that neither you, nor your client, lose your minds.
A creative brief simply provides structure to the client’s thoughts and ideas. It allows you to get a grasp of what is expected and manage those expectations. The final purpose is, of course, to ensure the client is satisfied with the work you’ve created for them.
So, here are a few things that should ideally make it into a good creative brief.
Important Information
Melissa McInerney, CEO and Creative Director of tbk Creative, has spent a chunk of her career working on creative briefs. According to her the key is to keep things focused on what’s important. Answering these key questions allows for more ideas and examples to pop up, highlighting the special aspects of your work.
Melissa calls them “golden nuggets” and she believes they allow her team to delve deep inside the project.
Creative Briefs Should Answer These Questions
A typical creative brief should give the project a basic structure. It should spell out objectives and identify the target audience or market.
But, this is only the most basic goal of a creative brief.
There need to be more questions asked; ones that dig into the client’s mind and extract information that the client may not give out right away. It must be able to identify what the client really wants. For instance, it must be able to figure out what the client is like and what they really do, in order to produce assets that are reflective of the client’s brand image.
A good example of this would be the questions asked by the Creative to its own clients. They ask questions such as what motivates the client to wake up in the mornings, what or who inspires them or what they want to be recognized for. Though these questions sound strange, they do allow the Creative to read their clients with more clarity. This eventually provides them with a better picture of the client’s expectations.
ABOUT ROBERTA –
Roberta is a Professional AND award Winning International Voiceover Actor, as well as an accomplished on-camera actress and spokesperson. She lives in the beautiful San Francisco Bay Area and is the owner of Roberta Kennedy Voice Talent and RK Productions, Inc.
She voices for companies around the world using her state of the art, broadcast quality studio. She’s hired for commercials, web demos and explainer videos, product infomercials, documentaries, promo/imaging, political ads, e-learning videos, podcasts, guided real estate tours, telephony/IVR projects, high profile corporate presentations, video games and character animation.
Her voice is described as: playful, contemporary, compelling, commanding, inviting, sultry and smooth. A hip edge with sophistication, bold, warm, interesting and engaging are also commonly used adjectives to describe her voice.
Her home studio is equipped with ipDTL, ISDN and phone patch capability with lightning fast turnaround times! A voiceover talent with over 20 years of voiceover acting experience, she offers a full range of voiceover services at highly competitive rates & will work with your budget to help you promote your business to new levels of excellence!
To request a personal quote or audition and/or to review more of her credits & demos, feel free to visit her website: www.robertakennedy.com – or mail her at roberta@robertakennedy.com. You can even give her a call on (408) 313-7202.