What's in a name?
A creative brief is a tool used by creative professionals to help bridge the gap between creative and marketing strategy. Surprisingly, this tool has created a rift between creatives and non-creatives...
- It suggests that creatives are not strategic
- It suggests that creatives require a great-deal of direction
- It sometimes stifles creatives ability to be... well, creative
It doesn't have to be this way!
As a creative professional I spend the majority of my time translating sales and marketing objectives into creative strategies.
What is Creative Strategy?
Creative Strategy means driving innovation and developing inventive approaches to solving business problems. It means delivering increased ROI through thoughtful execution, and building value with smart and dedicated talent. It means pushing Creative beyond the limits of what they think they can do, and Production beyond the limits of how they’ve always done it. It means transcending production, technology, marketing and sales to provide the solutions clients want, when they need them most. It means providing quality AND quantity without sacrificing the creative process.