Tab{.tabset}
Strategic Business Brief
A strategic business brief is mostly used for large scale projects and to onboard new clients. It is a document that has a series of questions or prompts that needs to be filled out in order to provide the necessary information to brief or onboard the brand connections and brand content teams to work on a project.
I recommend after getting the Strategic Business Brief filled out, to provide this to the teams, but then pair down the information specific to the brand connections or brand content teams in their specific briefs to allow it to be easily digestible.
- Who fills these out? This varies by client.
- Client: When the client is new, this is the best path. It requires the new client to think through a lot of aspects of what they’re asking of Cornett. For large scale projects with existing clients, some clients fill these out for our team. It’s the brand management’s job to make sure that everything is answered prior to sharing with the teams.
- Brand Management Team: other times, the Assistant Account Executive, Account Executive or Senior Account Executive will fill these out after being briefed by the client. Then the clients review for accuracy. Once the client signs off on the brief, then it is shared with the teams.
- Both Client and Brand Management Team: other times, this is a joint effort. The brand management team may have a call where they ask the client the prompts and fill it out together. Or, they may fill it out to the best of their knowledge and ask the client to complete it.
Once the brief is completed and approved by the client, include the brief in the job jacket, then send over in the alert via email. For larger projects, it’s helpful to also schedule an internal kick off meeting to walk through the brief with the creative team and allow them to ask questions.
Link to Cornett’s Strategic Business Brief
This is a shared document with the whole brand management team meant to serve as a template. It’s important to create a copy of this brief before customizing for your project.
Creative Brief for Brand Content Team
A creative brief is a document that has a series of questions or prompts that needs to be filled out in order to provide the content management team with the information they need to work on a project.
- Who fills these out? This varies by client.
- Client: some clients fill these out for our team. It’s the brand management’s job to make sure that everything is answered prior to sharing with the creative team.
- Brand Management Team: other times, the Assistant Account Executive, Account Executive or Senior Account Executive will fill these out after being briefed by the client. Then the clients review for accuracy. Once the client signs off on the brief, then it is shared with the creative team.
- Both Client and Brand Management Team: other times, this is a joint effort. The brand management team may have a call where they ask the client the prompts and fill it out together. Or, they may fill it out to the best of their knowledge and ask the client to complete it.
Once the brief is completed and approved by the client, include the brief in the job jacket, then send over in the alert via email. For larger projects, it’s helpful to also schedule an internal kick off meeting to walk through the brief with the creative team and allow them to ask questions.
Link to Cornett’s Creative Brief
This is a shared document with the whole brand management team meant to serve as a template. It’s important to create a copy of this brief before customizing for your project.
A media brief is a document that has a series of questions or prompts that needs to be filled out in order to provide the brand connections team with the information they need to work on a project.
- Who fills these out? This varies by client.
- Client: some clients fill these out for our team. It’s the brand management’s job to make sure that everything is answered prior to sharing with the brand connections team.
- Brand Management Team: other times, the Assistant Account Executive, Account Executive or Senior Account Executive will fill these out after being briefed by the client. Then the clients review for accuracy. Once the client signs off on the brief, then it is shared with the creative team.
- Both Client and Brand Management Team: other times, this is a joint effort. The brand management team may have a call where they ask the client the prompts and fill it out together. Or, they may fill it out to the best of their knowledge and ask the client to complete it.
Once the brief is completed and approved by the client, include the brief in the job jacket, then send over in the alert via email. For larger projects, it’s helpful to also schedule an internal kick off meeting to walk through the brief with the brand connections team and allow them to ask questions.
Link to Cornett’s Media Brief
This is a shared document with the whole brand management team meant to serve as a template. It’s important to create a copy of this brief before customizing for your project.