Agencies

Creative Brief (or CB)

There are probably an equal number of Creative Brief formats as there are agencies. Some world-reknowned successful agencies like CP&B famously used a blank piece of paper, preferring freedom and creativity to structure -- the motto “That which defines you confines you” comes to mind -- however, most CBs have the following structure in common:

Project Overview:
- Title or name of the project
- Brief description of the project
Objectives:
- Specific goals of the creative work (e.g., increase brand awareness, drive sales)
Target Audience:
- Demographics (age, gender, income, etc.)
- Psychographics (interests, behaviors, values)
- Specific audience segments or personas
Key Messages:
- Core message or theme to be communicated
- Supporting messages or points
Tone and Style:
- Desired tone (e.g., formal, casual, humorous)
- Style guidelines (e.g., visual and verbal style, personality)
Deliverables:
- List of required creative outputs (e.g., print ads, social media posts, videos)
- Specifications for each deliverable (e.g., dimensions, formats)
Budget:
- Budget constraints for the creative work
- Allocation for production, design, and other costs
Timeline:
- Key milestones and deadlines
- Project start and end dates
Brand Guidelines:
- Logo usage
- Color palette
- Typography
- Any other brand elements to be adhered to
Competitor Insight:
- Overview of competitors' messaging and positioning
- Differentiation points for the campaign
Call to Action:
- Desired action from the audience (e.g., visit a website, make a purchase)
Approval Process:
- Steps for reviewing and approving creative concepts
- Key stakeholders involved in the approval process
Additional Notes:
- Any specific requirements or considerations
- Background information or context relevant to the creative development