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Client Brief vs. Creative Brief: What is the Difference?


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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