The creative brief is a worksheet that creatives
and account service can use to define the job's
creative, production, and strategic goals. It provides
focus and direction for those managing and working
on the job. It can be used to document the strategic,
creative steps the agency will perform to design
and produce the work. The creative brief helps outline
what needs to be accomplished by the work; they
focus on what needs to be done to start working;
and track the necessary, minute details.
Typically, the creative brief was written by the
account executive or creative director in a word
processor, then attached to the printed estimate.
Its usual function was to supplement and justify
the job's estimate amounts.
With Clients & Profits ASAP, the creative
brief is an integral function of the electronic
job jacket. Because it's part of the job ticket,
anyone with access to jobs can see it. And because
it's on-line, changes that anyone makes to the creative
brief updates the database instantly. Users will
always be looking at the most up-to-date version
on the creative brief.
Creative briefs aren't required. Each job ticket
has its own special creative brief. A creative brief
contains eight sections, each with its own customizable
heading and body. Not all of these sections need
to be used; only the sections that have text will
appear on the printed creative brief report.
The printed creative brief can be attached to
the printed estimate for the client's review, or
printed separately and distributed internally. Since
creative briefs can be viewed on-line, anyone can
see them from their own computer.
The steps in the creative brief can be preset
for each job type/spec sheet. When a job is added
for a job type, its creative brief headings are
copied to the new job. This option will make your
creative briefs more consistent, since the same
types of jobs will always have the same creative
brief headings. Also, these headings can be customized
on any particular job without affecting other jobs
or the job type/spec sheet itself.
To edit the job's creative brief
1 From the Job Tickets window, find the job you
wish to edit.
2 Click on the Creative
Brief link.
The creative brief documents for the client the
creative process your agency follows to produce
the work. The steps in the creative brief are completely
customizable, from job to job. Just select the topic
from the pull-down menu and enter the description
for the topic selected.
3 Make your changes.
4 Click Save.
To print a creative brief
1 Open the Creative Brief window.
2 Click the print button. |
