A creative brief communicates to the creative team exactly what is needed for a project. Ideally creative briefs solidify the goals of the project, give clear direction and provide all pertinent information. This is good for marketers because then they can be sure that the creative team knows exactly what is wanted. It’s good for the creative team for much the same reason.

There are many variations out there on what should be included in a creative brief. This is in part because they get used in so many different contexts. For instance, the creative brief constructed for a new advertising agency would look different than the one put together by marketers for use internally.

Below is a broad outline of what could be included in a creative brief, though it should be modified depending on the exact circumstances of the project.

Information to get started with

This section has basic information that will help orient anyone looking over the creative brief.

Name of the Project
Type of Project (e.g. direct mail)
Project Manager (i.e. the contact for the creative team if there are questions)
Today’s Date
Final Creative Deadline
Drop Date

Background information

Include any background information on the company or the product that will be useful to the creative team.

Audience

How large is the audience? what do we know about them? Be sure to include information about the typical customer. The clearer an idea the creative team has about the audience and the type of prospect you want to reach, the more targeted they can make the creative.

Objective

Why is this piece being put together and what is the goal?

For instance, the objective of this piece may be to reach customers who have left in the last six months and let them know about a new product. Or perhaps it’s to reach current customers and get them to sign up for the new eNewsletter. Any relevant information about specific marketing goals (e.g. a goal of 100 sales) should also be included here.

The message and the tone

What is the one thing you want to communicate with this piece?

What should the prospect / customer take away from this piece? What impression should they be left with?

Budget

How much money is available to spend on this project? (Know this before you talk to the creative team.)

What needs to be produced?

What does the copy writer need to know? How about the designer? What needs to be communicated to the production manager?

How is this different and how is it similar to previous campaigns? Do you want to keep this consistent with previous campaigns or are you looking for a whole new approach?

Are you modifying an old piece or putting together a new one?

What are the components?

Are there previous pieces the copy writer and designer should look at for ideas?

Are there any other specifications the creative team needs to know?

Any additional information

Is there anything else that the creative team needs to know that you’ve not included elsewhere in the brief? Is there anything that needs to be re-iterated?

Timeline

When is the first draft due? the second? When does this have to be absolutely and completely done by? Remember to leave in time for internal approvals.

Additional Information

Writing a Creative Brief from elise.com

Briefs from the fruits of imagination

The Creative Brief... Usually It's Neither from ClickZ

How to Write a Good Creative Brief from Bytestart