A creative brief is used to inform the implementation and final delivery of an advertising or marketing campaign. Functionally, it connects the creative work to the business goals and ensures that everyone who is working on the program or campaign is in sync. Use creative briefs in Aha! for Marketing to communicate important information, such as program objectives, target audiences, customer truths, key messages, and brand voice. Creative briefs can be linked to records throughout the application — including initiatives, master activities, and activities — so they are readily available as the team produces creative assets.
Add a creative brief
Creative briefs can be added at the marketing line or workspace level within your account. You need to be a marketing owner or a contributor in Aha! for Marketing to add and edit creative briefs.
To add a creative brief, navigate to Strategy > Creative briefs > Add creative brief. The first time you visit the creative briefs page and click Add creative brief, an example creative brief called “Adventure series” will be added, which provides an example of the types of content that you can include in the creative brief.
You can create as many creative briefs as you need. Reorder your list of creative briefs by dragging them to the desired order. You can also filter your creative briefs by time frame using the Time frame filter.
Edit a creative brief
To edit the content of a creative brief, start by clicking on the creative brief sections to open the details drawer. From there, you can enter a name, time frame, header image, and edit the content for each field.
To edit existing fields or add new ones, select Add field or Manage fields from the More options button within the details drawer. You can also delete creative briefs from this menu.
By default, all fields will be displayed on the card, but you can hide any of them simply by hovering over and clicking the Hide field icon. When you hide a field, a new dropdown for Hidden fields becomes available. The Hidden fields dropdown allows you to re-enable hidden fields. Hidden field data is retained. It will still be there when you unhide the field.
Share your creative brief
As with every visual in Aha! for Marketing, you can share your creative brief with others by clicking the More options button on the top-right corner to add the view to an Aha! notebook or save as an image or PDF.
Move or copy creative briefs
Creative briefs can be copied or moved to other marketing lines and workspaces. To copy or move a creative brief, click More options in the top-right corner of a creative brief, then select Copy creative brief or Move creative brief.
- If you are copying a creative brief, select a workspace, enter a new name, and then click Copy.
- If you are moving a creative brief, select the new marketing line or workspace, and then click Move.
Add the creative brief custom field to your records
Creative briefs have their own custom field type in Aha! for Marketing. You can use this field to associate creative briefs with other record types, such as initiatives, schedules, master activities, and activities.
Here are the steps to add the creative brief custom field:
- Navigate to Settings > Account > Custom fields.
- Select the record type where you want the creative brief custom field to appear (e.g. Activities).
- Click Add custom field, then select Creative briefs field from the list of custom field types. Then, enter the details for your new custom field.
- Specify the custom field layout where your custom field should appear by choosing Use in layouts, then select the custom field layout in use by your workspace.
Note: If your workspace doesn't have a custom field layout, then choose Use in workspaces. This will automatically create a new custom field layout and assign that layout to the workspace(s) you select. Doing so will replace any custom field layout that you are already using in the selected workspace(s).