What is a Creative Brief?

A creative brief is a 1-2 page document that sets parameters for a brand-building project, including context, goals, processes, and budgetary constraints. It guides its target audience, the creative team, on how to best reach the company’s stated goals. The creative brief is usually created by the brand strategist or account executive in close consultation with the client. It’s an interpretation of the client’s thoughts, ideas, and vision for the brand, direction of the company, or product.

Most creative briefs include the following:

• A short brand statement
• A brief overview of the campaign’s background and objectives
• Key challenges that the campaign aims to resolve
• Target audience for the capaign
• Chief competitors
• Primary message describing the brand’s values and market positioning
• Communication channels on which the campaign will run

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