5-step framework for cracking a creative brief

Huei Yin Wong, Senior Creative + Ryan Clayton, Creative Director, The Taboo Group.

Responding to a creative brief is a key part of applying for AWARD School 2026. Below, Huei and Ryan, AWARD School VIC Heads, break down the essential steps for cracking a client brief to develop a strong and insight-driven creative idea.

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1. Why this product/service? You need to discover a why. Why is this product/ service different or better? Why should people buy it? Why do they need it? In other words, what’s the unique selling proposition (USP)? 

2. Who is the target audience? Who is going to see what you create and who is going to care about it? Try your best to understand them, their needs, and everything that makes them who they are. Think deeper than demographics. 

3. What are the compelling insights? Where does the “why” align with the “who”? Uncover a sharp, compelling insight that encapsulates a real truth and problem to solve for the consumer.

4. What is the big idea?  If this deliverable or campaign could be boiled down to a key message, what would it be? Give it a name!

5. Ready to fail? If not, get ready for it. In this business, you need to embrace failure - and feedback - as a vital step toward growth and learning.

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   For more detailed, step-by-step info on how to crack a creative brief, check out our FAQs (scroll down to Q&A section) or watch our recent Masterclass recording for further inspiration.