The creative brief has a long history, particularly in advertising. Its purpose is to provide a creative team with a working document that helps them understand key information and insights about a project. It is not meant as a place to propose creative ideas or strategies. Rather, it ensures that everyone has a clear understanding of what objectives the creative solution is supposed to meet. Being able to manage a process like this through document design and use is a critical part of working in a communication field.
There are a lot of interesting discussions about and controversy about creative briefs, so I’ve curated a site on Scoop.it on creative briefs. We will discuss some of these examples in class and I’d like you to work with ideas from the resources here to design the format for your creative brief: http://www.scoop.it/t/creative-briefs