About to brief your social media creative team on the latest client requirement? Hold up! Here's a handy guide on what not to do.

1. A
Social Media Creative Team's
DREAM BRIEF
(and how you can make it come true)
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2. If Account Executives are from Mars,
then the Creative Team is…
probably
FROM A GALAXY FAR, FAR AWAY!
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And sometimes, it just feels like we, the creative team,
speak a different language altogether.
Sometimes deadlines are tight.
Sometimes that certain piece of work
has to be reworked.

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While the language maybe different,
we’re more than willing to translate.
Here’s how to give us a creative brief that will
make things easier for us (and smoother for you).
It’s a win-win!

5. TOO MUCH INFORMATION
(it’s called a brief for a reason!)
DON’T: Fill out the brief with unnecessary
details or give us a whole list of pros of the
product to work with.
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6. INSTEAD, TRY: Answering this one question:
What is the one thing you want us to dramatise?
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7. THE ATTACK OF THE JARGON
DON’T: Employ roundabout marketing
terminologies and utilize grandiloquent
verbiage. (See what we mean?)
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8. INSTEAD, TRY: Straight talk that will engage
and inspire.
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9. CARRY OUT REBRIEFING - SECOND TIME LUCKY!
DON’T: Brief us without fully understanding
the clients’ requirements first! Multiple changes
at a later stage = wasted time & effort.
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10. INSTEAD, TRY: Rebriefing. After you prepare the
creative brief, run it by the client to make sure
that you’ve got the proposition right and that
you’re not missing anything important!
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11. AN UPSIDE DOWN BRIEF
DON’T: Start with the long-winded background details,
before leading up to the requirement and
the actual proposition.
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12. INSTEAD, TRY: Giving us the proposition first.
We creatives are an intuitive bunch, so this
helps us absorb the information better.
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13. DIVE DEEP
DON’T: Simply give us a superficial
understanding (the Who, What, Why) and
leave it at that.
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14. INSTEAD, TRY: Doing your research and
including relevant extras and examples.
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A good brief eliminates misinterpretations.
A good brief is the difference between
pulling all-nighters and getting it
right the first time, so that we can all go out for a beer.
Care to join us for a round or two?

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THANKS FOR READING!
Compiled by:
Sanhita Mukherjee & Riya Naskar
GOT SOME INTERESTING STORIES TO SHARE ON CREATIVE BRIEFING?
FEEL FREE TO REACH US OUT AT:
www.happymarketer.com
@hmarketer | hello@happymarketer.com

17. CREDITS
http://wearefury.com/blog/writing-a-creative-brief-for-an-advertising-agency/
http://www.howardibach.com/?p=1744
http://www.campaignbrief.com/2014/03/simon-veksner-would-creatives.html
http://advertising.about.com/od/tipoftheweek/ht/How-To-Write-A-Creative-Brief.htm
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