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Based on your target audience, what core tension, or missing emotional need or missing functional need does your product or service meet? Really knowing the psychographics of your target audience is key to answer this really well. Demographics aren’t going to help you here.
And secondly, what’s the one thing, you want this audience to know or feel about your product or service after seeing the campaign?
Also, focusing on getting the full creative brief really tight will help reduce headaches and misdirection in the long run.
Some other thoughts:
- Follow Julian Cole on LinkedIn and check out his planning dirty academy. Might be helpful to you.
Your title suggests you are on the client side. Most valuable things on a client brief are a clear sense of the marketing and business objective that the advertising has to support, a brain dump on what makes your product or service special, and an honest assessment of your budget and timing. Your agency will be more valuable if they concentrate on the audience, the insight and the media.
I sometimes need to write the creative brief for internal creative teams too— but based on the feedback, being able to distill the most important objective and why that matters is key, since briefs can sometimes have too many objectives/ disconnected KPIs.
https://www.planningdirty.com/resources/creative-briefing-template