Creative Brief Template

“Company Name” Creative Brief

“Project Name”


1. Background / Overview:

What's the big picture? What's going on in the market? Anything happening in your market/industry that the creative team should know about? Any opportunities or problems in the market?

(Creative team = TM Impressions, agency of your choosing, or in-house team assigned to project)

This is where you introduce the project to the creative team. You'll go over this again in the briefing session, but write it down as well.

For an overview, state, "Who is the ad talking to, and what is the one main thing we want to say?"

Example: This is a test campaign to a selection of LA Pizza customers. We want them to try LA’s new "Pizza Tracker" - which is available in mobile or desktop form. This online feature makes online purchases easier and more secure - and we've got a $6 each for 2 medium 2 topping pizza offer to get them started.


2. What is the objective, the purpose of the ad?

A concise statement of the effect the ad should have on consumers. Typically expressed as an action. And frequently focused on what the ad should make the audience think, feel, or do.

Example: We want people to use the online feature within 10 days to buy the special offer, $6 each 2 medium 2 topping pizzas.

3. Target audience: who are we talking to?

The more precise and detailed the better. Go beyond age and sex to describe demographics and psychographics. Explain how the audience currently thinks, feels and behaves in relation to the product category, the client's brand, and the client's specific product or service. > See consumer involvement theory.

Example: This campaign will be aimed exclusively at existing LA’s customers in three test markets: Sacramento, CA, Houston, TX, and Washington DC.

The primary target will be segments of our customer database: male and female, 20 to 35 years old, with at least one LA’s purchase within the last 30 days. The target will be approximately 50% married, with combined HH incomes of $75k on average.

This audience is comfortable with new technology, and quick to test new smart phone apps that leverage their time. They like to be among the first to have the latest and greatest electronics, apps and especially phones. They make multiple online purchases monthly. We will call our representative personas "Brian and Cindy".


4. What's the single most important thing to say?

What's the single most persuasive or most compelling statement we can make to achieve the objective?

This should be a simple sentence. No more than a few sentences if absolutely necessary. Avoid generalities.

Example: "Brian / Cindy: LA’s Pizza Tracker will simplify and speed your online food purchase, while providing increased security."


5. What are the supporting rational and emotional 'reasons to believe and buy?'

Explain why the consumer should believe what we say, and why they should buy.

Include all the major copy points, in order of relative importance to the consumer. In other words, 'What else can we say and show to achieve the objective?'


1) It's free, from LA’s - your trusted pizza source.

2) Get any 2 medium 2 topping LA pizza for $6 each. Full details come with the app.

3) Backed with a 100% purchase / fraud protection guarantee.

4) It has earned rave reviews from real users. (See attached quotes.)

5) Use the same great website you already know and love!


6. What else will assist creative development?

Here's where you can include consumer insights, a description of the brand personality, positioning tag lines, creative thought starters, terms of the direct response offer, result expectations, and mandatory elements such as the logo and Web address.

Be sure to include sources for additional research information, customer quotes, and certainly at least one consumer insight.

- User quote: "I see. I want. I click. I get."

- More info: Call Bill in research 555 8888 for the full research report.

- Insight: "People don't like to wait for their food with no specific ETA or updates on where it is. But they also don't like calling the busy staff. This online feature is the solution."


7. Schedule: What do we need from the creative team? When do we need it?

Here you provide all details on media, including size and color - for both the initial concepts and finished art. Example:

1) Date _________initial creative review of rough ideas.

2) Date _________review revised creative. Hand or computer created.

3) Date _________final internal creative presentation.

4) Date _________creative & media presentation. Full size, full color. Hand or computer created.

5) Date _________ [ digital, print, video, other ] final material delivered.

Check list

[ ] Do we have sufficient reference sources: previous ads, brochures, competitor ads, books, videos or Web sites?

[ ] Do we have contact info / links to people, research or resources that can help the creative team?

[ ] Do we need a supplemental brief / info for a long format, social media, direct response, or new business pitch project?

[ ] Is it clear what must be in the communication, and what might be in the communication? What are the mandatory requirements versus your preferences?