Briefing and Evaluating Creatives

Is there anything frustrating than the back and forth you often have to get into with the creative team? The minute and specific details that get left out in creative work — among a host of other things that slow down your work as a project manager, content creator, brand manager, communications lead or account manager.

In this FourthCanvas share session, Ayomide Ajayi shares practical knowledge on how to write a creative brief and evaluate a creative to achieve excellent brand communications.

Transcript

1. Briefing & Evaluating a Creative Ayomide Ajayi
2. The purpose of this masterclass is to - Share the essence of a creative brief - Show you how to write a creative brief - Walk you through practical steps to evaluating a creative
3. This class is for - Brand managers/Account Managers - Creative Directors - Content creators - Communications lead - Creatives (designers, copywriters, illustrators) - Entrepreneurs
6. A brief in brief a document used by creative professionals to develop creative deliverables: visual design, copy, advertising, web sites, voice-overs etc.
7. ideas come from inspiration, relevant ideas come from information
8. A creative brief must be directional and inspirational. Directional elements refer to marketing elements (target market, objectives, message, etc.) and inspirational elements refer to tone of voice, feeling of the advertisement.
9. The essence of a creative brief is to furnish the creative team and client with as much information as possible, inspiring creative deliverables that will yield untold genius for the business or brand.
10. How to write a creative brief
11. remove your suit & tie
12. To get the best out of your brief, you will have to think of the creative brief as an ad targeted to creative people with the call-to-action being to come up with an idea. As such, in writing the inspirational elements you may throw in some informal language, memes, some swear words if needed.
13. create a goal post
14. Actual business problems inspire creatives. Help the creative team understand the exact problem that is to be solved. Ultimately, when a creative asset is produced with the business objective top of mind, defending aesthetic choices becomes easier.
15. remove creative red flags
16. Make it pop Do something different but the same as... Jazz it up We’re just looking for new directions and options I’ll know it when I see it This is my first thought, but you’re the creatives This shouldn’t take long
18. write precise insights, else it’s just vibesssssssss
19. Everything can’t matter. Take the time to sort through the insights you have and carefully provide details that matter the most. Eliminate all redundancies and be sure that, top to bottom, the brief tells only what is essential.
21. essential elements of a creative brief Description Defined target audience Desired customer/audience action Metrics Net takeaway Brand personality & tonality Non-negotiables
22. How to evaluate a creative
23. the HOPE framework Heart On-Point Execution
24. Bring it all together Do you like it? Does it express the point that you need it to express? Does it have executional challenges or advantages?
25. Ask questions, drop offering and wash your hands Thank You!