Creative brief


Client name:

Date:

Project purpose:
Why the project exists? Short-term objectives, long-term objectives and how the project’s success will be evaluated?

Proposition:
Summarise the main benefit of the campaign/product or service?

Rationale:
Why should targets and the audience believe what you claim?

Background:
Assume the reader has no knowledge of the project, company or previous activities. It is all too easy for work to fail because of incorrect assumptions. Supply the essential information that the reader will need.

Context:
How this project relates to your wider business strategy? What is the competition? Is there anything else you have done, or are planning to do, that is relevant? Where appropriate, supply examples. How do the target audience feel about your product or service in relation to alternatives available to them?

Stakeholders:
Who will care about this project?

Public reactions:
What sort of response are you seeking? To increase general awareness? To change attitudes? To buy? Is there an immediate action required: to email, telephone or to respond in some other way?

Key targets:
Which websites, publications and influencers will this project reach?

Benefits:
What is the single most important benefit to key targets? Why will this project be important to their audiences? Are there any secondary benefits?

Positioning:
The present and, if relevant, the required positioning of this project.

Tone of voice:
What sort of language should be used: casual, formal, authoritative, friendly, humorous, serious, etc? It may be helpful to provide examples of existing material, as well as style guidelines, if they exist.

Distribution:
How will key targets find out about this project? By hand, in person, by email, posted, left behind after meeting?

Research results:
SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)

Executional guidelines:
Milestones to complete the project, such as initial concepts, detailed design, draft text, artwork, final revisions, to printer, delivery.

Other activities:
Are there, or will there be, related activities, such as advertising, exhibitions, posters or brochures? Will any subsequent activity be taking place, such as follow up mailings, telephone calls or personal visits?

Content:
Supply the information you wish to be communicated. In some cases you may have draft text, in others you may only have the germ of an idea — so describe what you want to say. Indicate key phrases/terms relevant to the business. For websites, provide any information already held on keywords for seo. Try to prioritise.

Requirements:
What knowledge, resources and capabilities are required for this project to be successful?

Budget:
Before beginning work a budget should be provided and/or an estimate agreed. Any estimate given is based on present assumptions of the nature of the item at this stage. These costs may be subject to revision once concepts have been developed, or if the brief changes substantially. Agree Terms and Conditions of working.

Attachments:
List and supply all relevant information.

Next action:
Detail who is to do what and by when. For example, client to agree brief by a certain date.