Creative Brief Template

A brief doesn’t need to follow a formal structure. It can be a well-crafted essay or a bulleted list. But it should contain the answers to most of these questions: What is the challenge? Why are you embarking on the project now? a little history, from your perspective, can be very helpful. What are the objectives? What is the current situation? Who

as a campaign planner in ad agencies, I developed hundreds of creative briefs, some of which went on to produce award-winning ads. To me, the most important part of those briefs was what we called the compelling idea or key message. It was the one idea that, if we could get the target audience to believe it, would create desire for the product.

it’s crucial that key stakeholders agree on the contents of the brief.

I learned a ton about how the world’s oldest and largest consumer goods companies approach brand building, and the rigor that goes into defining a target audience, sharpening a consumer insight, developing a clear and succinct brand strategy, and then using that strategy to guide all communications.

Designers work from what’s called a brief—a challenge presented to them by a client or collaborator with a more or less straightforward goal. It’s a description of what’s required at the end of the collaboration: a building, a playground, or a product, for example.