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"?