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English to Portuguese translations [PRO] Marketing - Advertising / Public Relations
English term or phrase:creative brief
The work of copywriters and other creative advertising practitioners is directed by a framework known as a creative brief, which is a document designed to channel copywriters’ and other creatives’ efforts toward a solution that will serve the interests of the client. The term brief is used to mean that a client for an advertising project (such as a brand management team) is informing, or briefing, an advertising agency of the client’s needs and expectations for a proposed advertising campaign. The creative brief represents an informal pact between client and advertising agency that represents agreement on what an advertising campaign is intended to accomplish.
Encontrei diversas ocorrências na Internet mas todas em inglês. É um termo do jargão de publicidade. Alguém aí conhece a tradução adequada?
Não é um Resumo criativo...