Creative Brief Template

Approvals:

- GAD

- Strategy

- CD

- Client

Client & Brand:

Project name:

Project Owner:

Job number:

Media mix:

Budget:

Briefing date:

Creative due:

1. THE TASK…

why we are here:

What is the client’s business objective?

Who is the target audience?

How will success be measured?

2. THE INSIGHTS…

the perceptive, underlying truth:

What is the key consumer insight?

What is the key product or Brand insight?

What is the key industry or category insight?

3. THE CREATIVE…

guiding the response:

Based on the insights above, what is the single‐minded thought to be brought to life?

How will the target audience be motivated, or why will they care?

What should the personality of the Brand be?

What are the mandatories to be included?

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Parent category: Business