to frequently-asked questions the job ticket's creative
Q. What exactly is the creative brief?
The creative brief is a worksheet that account service and creative directors
use to define the job's creative strategy, marketing goals, and scope . The creative brief can also explain to a client the agency's creative
and production process for a particular job.
Q. What section headings should I use?
Staying in line with the purpose of the creative brief (per the question above), section titles can include the following: Project Description, Target
Audience, Purpose, Style & Tone, Copy Points, Benefits, Call to Action,
and Legal/Technical Requirements. The section headings may vary depending
upon the type of job.
Q. Do I need to add the section headings to
each job ticket?
No. To save time, set up the section headings once for each job type/spec
sheet. Then, when you add a new job ticket using a job type/spec sheet,
the headings are copied to it. You can edit the headings on an individual job
ticket's creative brief without affecting other jobs with the same type or without affecting the creative brief associated with the job type/spec sheet. There is also an option
to clone the creative brief when you clone a job ticket, which is another method to automate the job creation process.
Q. Are creative briefs required?
No, creative briefs aren't required. A creative brief is just one part
of a job ticket. Use creative briefs on some of your job tickets, all
of your job tickets, or none.
Q. Can a job have more than one creative brief?
No. Each job ticket is limited to a single creative brief. If a job has
multiple parts, consider creating separate job tickets comprising the entire
project; each job in the project can then have its own creative brief.
Q. Should the creative brief be shown to the
It's your decision. Sometimes a copy of the creative brief is attached
to the printed estimate, so that the client and the shop see eye-to-eye
on the job's scope and objectives. In some shops the creative brief is
simply an internal working document that helps focus the creative process.
Q. How can the creative brief be distributed
to the job's team members?
Creative briefs don't necessarily need to be printed since they can be
viewed in the program by anyone with access to job tickets. Since creative briefs,
like everything else in Clients & Profits, is updated in real-time,
the production department will always see the most up-to-date version
of the creative brief.
Q. Will everyone be able to edit the creative
Anyone with access to view job tickets
can edit the creative brief.
Q. Can I add more sections to the creative
No. Creative briefs have up to 15 sections, each with user-defined headings
Q. Who typically writes up the creative brief?
It's usually someone in account service, such as the account executive, since they're the one who is closest
to the client. But, the creative director can also add content, such as to the creative strategy elements of the brief, in conjunction with the AE.
Q. Can I change the heading "creative brief" to
No, the term "creative brief" isn't customizable. Only the section headings
can be changed.