Developing a Brief

Digital Marketing - Study Notes:

What is it?

A brief allows you to identify the most important insights and understandings that will inform your strategy. Writing a brief is important because it is essentially a series of instructions for strategy development across media and creative.

• The creative brief is a document that uses product, audience, and competitor insights to inspire campaign ideas to deliver on your objectives. The outputs of the brief should be clearly defined, including, copy and messaging, creative formats, banners, social posts, and videos.
• The media brief is a document that uses audience data, motivations, and demographics. media budget, timings, content and creative formats to inform media choices to execute the strategy. The output of the brief should be a channel plan which detail all channels, paid and free, and go live and run rates for each of the channels.
• The media plan is another essential output which will detail all the paid media channels including cost line items for each. You can find an example of a brief template within the resources tab of this module.