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:

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

See also: Strategy Notes: Finding the Insight.