The outcome of strategic research usually reaches agency creative departments in the form of a strategy document called a ________.

Question

Quizplus · Accepted Answer

A communication brief is a document that outlines the strategic research findings and objectives, and is used to guide the creative development process. It provides the creative team with a clear understanding of the target audience, brand positioning, key messaging, and communication channels to use. Situational analysis, business plans, marketing plans, and competitive briefs may also be used in strategic research, but they are not typically the documents that guide creative development.

The Outcome of Strategic Research Usually Reaches Agency Creative Departments