Write a Creative Brief in minutes

Six prompts to set your creative team up for success

Ahhhh, the creative brief. Perhaps one of the most underused and misunderstood products I’ve been exposed to in my career. Much loved. Much maligned.

Let me make the case for why you should use a creative brief every single time you need to launch a new campaign, no matter how small:

• It gives your creative team clarity on what they need to produce.

• It demands specificity, which means it forces you to think through scope of work.

• It clarifies your thinking

• And it gives your creative team a stronger chance of producing what you need on the first blush.

If you hate the back-and-forth with creatives, frustrated that they never seem to quite get what you’re looking for, then you need to get better at writing a creative brief.

The mistake too many of us make?

We flip a couple bullet points to the creative team and expect them to run with it. It’s like giving a bad prompt to ChatGPT and expecting a miracle. You’re spinning everyone’s wheels and wasting time.

They key to a good creative brief? Detail.

And detail is what we have in this week’s guide.

We’re going to work with ChatGPT to write a creative brief, following this three-step process:

1. Prime ChatGPT

2. Feed it a megaprompt

3. Work with ChatGPT to refine the brief with additional detail and inspiration.

Whether you're working on a new campaign, a lobby day, or looking to revamp your social media content, this guide will help you get what you need from your creative team earlier in the process.

Let’s get started!