Creative Brief

Creative Brief
A creative brief is a document used by creative professionals to develop creative deliverables. The document is usually developed by the requestor and approved by the creative team of designers, writers, and project managers.

A creative brief may contain:
 * Background — what is the background of the project? Why is it being done?
 * Target audience — what do they already think about this subject? Is there anything that should be avoided?
 * Objectives — what is to be accomplished? How will this be measured and success understood?
 * Single message — what is the one thing to tell the audience? What is the single thing they should remember about the offering? How will they believe what we say?
 * Mandatory elements - mandatory elements such as the client's logo, address, phone number and so forth.
 * Deliverables — what is to be used to give the audience the message? What is the best way or place to reach this audience?
 * Timeline — how soon is this needed? When is it expected to be done? How many rounds (revisions) will this project undergo?
 * Budget — how much can be spent to get this developed? Is there any budget needed to publish/flight the creative?
 * Approvals — who needs to give the "okay"?

http://colab.mpdl.mpg.de/mediawiki/images/0/00/Namensfindung_Grundlagen.doc