5-step framework for cracking a creative brief
Huei Yin Wong, Senior Art Director, Howatson+Company + Ryan Clayton, Creative Director, The Taboo Group.
Huei and Ryan, AWARD School VIC Heads, break down the essential steps for cracking a client brief to develop a strong and insight-driven creative idea.
Why this product/service? You need to discover a why. Why is this product/ service different or better? Why should people buy it? Why do they need it? In other words, what’s the unique selling proposition (USP)?
Who is the target audience? Who is going to see what you create and who is going to care about it? Try your best to understand them, their needs, and everything that makes them who they are. Think deeper than demographics.
What are the compelling insights? Where does the “why” align with the “who”? Uncover a sharp, compelling insight that encapsulates a real truth and problem to solve for the consumer.
What is the big idea? If this deliverable or campaign could be boiled down to a key message, what would it be? Give it a name!
Ready to fail? If not, get ready for it. In this business, you need to embrace failure - and feedback - as a vital step toward growth and learning.
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For more detailed, step-by-step info on how to crack a creative brief, check out our FAQs (scroll down to Q&A section). You can watch our recent Info Night recording, have a stab at more practice briefs, and/or review the winning work from past students for further inspiration.
Good luck!
