Integrated Marketing
Discussion : Creative Brief
The purpose of this discussion is to reflect on your learning and to better understand the creative brief as a melding of the marketing plan with the creative strategy.
1. Research creative briefs
Look at creative brief examples and reflect on their use by client and creative teams. Consider the different structures for a creative brief. Supplement the examples and structures provided in this module with independent research of your own.
2. Post your comments
Now that you have considered the value and application of the creative brief, contribute meaningfully to the discussion by responding to the following questions:
• In your view, what are some specific benefits of a creative brief?
• When an agency pitches its creative ‘Big Idea,’ what part of the creative brief do you think the ‘Big Idea’ MUST align with and support? Why?
