Do you regularly use a creative brief when you are developing or implementing marketing programs? You may have had to complete this type of form if you typically work with an in-house creative services department or an external advertising agency. But did you know a creative brief can be very helpful to marketing personnel when you need to involve various groups within your company to develop marketing materials?

Here are a few key items of information you should include in your creative brief.

How do you decide on how much budget you need each year to fulfill the marketing communications tactics that coincide with your company's marketing plan? Well, the typical approach is to list the tactics and then list the total cost. Then management looks at the total cost and says to cut somewhere. But where do you cut? While this is not the optimal way to create a marketing communications budget, sad to say, it is how most companies handle this task.

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