CREATIVE BRIEFS

Assignment - Creative Briefs

Assignment - Creative Briefs

Creative Briefs

Brief is a document that contains key information for the creation of an advertising campaign. Generally every brief starts with the product brief, which includes a summary of the product quality and quantity. In fact, brief also outlines the objectives of the brand and marketing strategy, history of the product (AndyHeavens.Com, 2012). Creative Brief can be defined as a planning tool that is generally used by advertising agencies in order to design and implement a marketing program. The main purpose of creative brief is to communicate strategic directions top not only employees but also the clients and stakeholders. Most of the organisations use creative briefs that engage teams, individuals in a project in order to achieve the goals of the project. The main purpose of the creative briefs is to educate people, create awareness, increase creativity and set priorities. Most of the organisations recognise the important of creative briefs as it is much more than an attractive design or development of a new product (AndyHeavens.Com, 2012). In fact, it must be understood as a novel way to solve everyday problems in relation to business activities from management to production. Researchers believe that creative brief is a useful tool in business management as it allows organisation to develop more knowledge from the existing one and develop new skills to benefit the organisational goals (Lockwood & Walton, 2009). If a company always insists on administering the matters, design products, market products, etc in the same way just because things have always been done that way, the organisation is much more vulnerable to competitors and to the changes that the company can experience in the market (Beach, 2005). On the contrary, a creative company is a company that is fully open to change as adapting changes in the company will allow launching innovative products and processes. Similarly, creative brief in organisation also allows company to have optimal production, effective marketing, flexible management, and innovative products (Polanski, 2012). This enables consumer to differentiate products and choose the most innovative one from the market.

However, it is also essential to understand that creative briefs are effective business instruments to understand and resolve the complexity of the scenarios that companies are facing in the competitive race (Lockwood & Walton, 2009). In fact, both the concepts assume knowledge as an entity of its environment, as well as both the concepts aim to produce new knowledge, new ways of doing things, and new tools for understanding. These scenarios are characterised by frequent changes in ways of organizing innovation by integrating value chains related to companies, industries and territories (Andriopoulos & Dawson, 2008). This integration requires new ways to produce and recognise economic and financial value, and often results from the immaterial dimension of the transformation processes.

It is also a fact that the traditional approaches of creative briefs in organisations are lagging behind and leave too much room for different interpretations for new models and ...