The Creative Brief Doesn’t Have to Suck
The creative brief sucks because it is too general for the modern customer journey. Here’s a pragmatic solution: Revise our templates so they reflect the advanced targeting capabilities of programmatic advertising and the fragmented consumer landscape they represent.
But today ads can be readily targeted and optimized based on factors like:
- Demographics
- Channels
- Devices
- Behavioral data
- CRM/customer journey data
A generalized, generic creative brief is likely to lead to average campaign performance, so it doesn’t invite scrutiny. But if you neglect these details you neglect the most powerful advances in ad tech. Embrace them and your campaign is golden.