ONLINE EXCLUSIVE: Shop Talk's Master Marketer: The Brief Statement That Breeds Success

What’s a creative brief? And why is it so important?

A creative brief is an organizational tool that every project needs to stay on track. It’s based on a simple form that’s been refined through the years within each organization that uses it religiously — and that's what makes it work.

There are questions or “prompts” in a brief that provide essential information for a creative team to consider as they start a project.