When starting a new marketing project, there are two important documents that guide the process:
The client brief is provided by the client. It outlines their overall business goals, target audience, and high-level requirements for the project.
The creative brief is then developed by the agency or creative team. This document translates the client's objectives into a detailed creative strategy. It defines the specific messaging, design approach, and execution plan.
in short:
Client Brief = "WHAT" and "WHY" from the client's perspective
Creative Brief = "HOW" from the agency/creative team
Both are essential for successful marketing campaigns. Understanding this difference is key.
Xpress Brand Activation and Marketing
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