What are Marketing Briefs?

A marketing brief, sometimes called a creative brief, is a document that outlines the basic elements and goals of a marketing campaign, and they are one of the most polarizing tools among marketers.

I know what you're thinking: Can a marketing planning document really be considered polarizing? Of course, it's 2020 and nothing is off-limits. Perhaps polarizing is a bit intense for the topic of writing marketing briefs, but my recent LinkedIn poll of marketers supports the claim.

Some marketers hate them, justifying their disdain with comments about the investment of time and resources as illustrated in this gif.

Other marketers jump at the opportunity to put their marketing campaign plans on paper. I'm looking at you, Type A marketing professionals.

If you're still here -- 450 characters into this post -- you may have guessed that I'm pro-marketing briefs, and here's why.

When used correctly, a marketing brief does more than just list out tactics and goals. A marketing brief can unite and align key stakeholders and contributors; encourage debate and discussion; and provide accountability to everyone on the team. They can generate buy-in, define success, and remove barriers.

Yes, the marketing brief is a wonderful tool, but they aren't all created equal. An impactful brief must clearly outline the following:

1) Background - Why are we doing this?

2) Business Objectives - How do we know if it was successful?

3) Primary Targets - Who are we talking to?

4) Tactical Elements - What do we need to execute?

5) Challenges - What are the obstacles?

Ready for more? Head over to the ultimate guide to marketing briefs for a deep dive into each section of a sample marketing brief and a free marketing brief template you can download today.

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DISCUSS: What are your thoughts on marketing briefs? Share in the comments.