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What isa creative brief?
A creative brief tells a creator what the content has to achieve. A good one is specific about the goal and quiet about the execution, because the execution is the thing you hired them for.
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Briefs fail in two directions. Too vague and you get something unusable, then blame the creator. Too prescriptive and you get an advert read off a script, which the audience recognises instantly and ignores. The middle states the goal, the deliverable, the must-mentions and the hard nos, then stops.
On Claris
Claris briefs state what is expected and never how to say it, which is the one thing creators consistently ask for.
What a Claris brief looks likeRelated