Spending hours on market research, competitor analysis, and comparing color palettes to develop a creative brief may sound extraneous, especially for smaller organizations.
But although compiling a creative brief may be time-consuming, it’s far from auxiliary. In fact, it’s critical to the campaign’s success.
For content-driven projects or contracts, the creative brief should encompass the entire campaign strategy.
Proceeding without this document puts your team at risk of losing focus, misunderstanding the target audience, or chasing the wrong metrics.
Moreover, skipping the client brief makes miscommunication and inconsistency likely.
This content was originally published here.