CREATIVE BRIEF
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Project: [PROJECT NAME]  |  Client: [CLIENT COMPANY NAME]  |  Date: [DATE]  |  Version: [v1]
Prepared by: [YOUR NAME]  |  Approver (one named person): [CLIENT APPROVER NAME], [TITLE]
Budget: [CURRENCY] [BUDGET OR RANGE]  |  Launch date: [DATE]

One page. If a section needs more room, it belongs in a separate document linked from here.

1. Project summary
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What we are making: [THE DELIVERABLE IN ONE LINE — e.g. "a launch campaign: 1 hero video, 6 social cutdowns, 1 landing page"]
Why now: [THE TRIGGER — e.g. "[PRODUCT] ships [DATE] and [EVENT] is the launch moment"]
Business outcome it serves: [THE COMMERCIAL GOAL — e.g. "[N] qualified signups in the first [30] days"]
Background in one paragraph: [WHAT A NEWCOMER NEEDS TO KNOW — the situation, what has been tried, what is changing.]

2. Target audience
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Primary audience: [SPECIFIC — e.g. "marketing director at a 50-200-person B2B SaaS company, mid-thirties, evaluating tools quarterly"]

Detail                        | Answer
----------------------------- | -------------------------------------------------------------
Who they are                  | [ROLE / SEGMENT / LIFE STAGE]
What they believe today       | [CURRENT BELIEF OR BEHAVIOUR]
What is stopping them         | [BARRIER — price, trust, habit, awareness]
Where they will see this      | [CHANNEL / CONTEXT — e.g. LinkedIn feed on mobile, 3 seconds]
Competitor they compare us to | [COMPETITOR]

Secondary audience (if any): [SEGMENT] — [WHY THEY MATTER].

3. Message and tone
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Single-minded message. After seeing this, the audience should believe: "[ONE SENTENCE. One idea, not three.]"

Reasons to believe (max three): 1. [PROOF POINT] 2. [PROOF POINT] 3. [PROOF POINT]

Tone: [ADJECTIVE 1], [ADJECTIVE 2], [ADJECTIVE 3] — for example [confident but not corporate], [warm but not cute].
Sounds like: [REFERENCE BRAND OR EXAMPLE].  Never sounds like: [ANTI-REFERENCE].
Call to action: [EXACT CTA WORDING] → [DESTINATION URL].

4. Mandatories and constraints
------------------------------

- Must include: [LOGO / STRAPLINE / LEGAL COPY / DISCLAIMER / PRODUCT SHOT / URL].
- Must not include: [BANNED CLAIM / COMPETITOR MENTION / IMAGERY / COLOUR].
- Brand assets: [LINK TO BRAND GUIDELINES / DRIVE FOLDER] — supplied by [NAME] on [DATE].
- Legal / compliance sign-off needed: [ ] No  [ ] Yes — by [NAME] before [DATE].
- Technical specs: [FILE SIZE LIMITS, SAFE AREAS, ASPECT RATIOS, ACCESSIBILITY CONTRAST, PLATFORM RULES].
- Localisation: [LANGUAGES / MARKETS] or "English only".

5. Deliverables and formats
---------------------------

# | Asset        | Format                    | Size / dimensions | Qty | Channel   | Due
- | ------------ | ------------------------- | ----------------- | --- | --------- | ------
1 | [ASSET NAME] | [JPG / MP4 / FIGMA / PDF] | [DIMENSIONS]      | [N] | [CHANNEL] | [DATE]
2 | [ASSET NAME] | [FORMAT]                  | [DIMENSIONS]      | [N] | [CHANNEL] | [DATE]
3 | [ASSET NAME] | [FORMAT]                  | [DIMENSIONS]      | [N] | [CHANNEL] | [DATE]
4 | [ASSET NAME] | [FORMAT]                  | [DIMENSIONS]      | [N] | [CHANNEL] | [DATE]

Source files handed over: [ ] Yes  [ ] No.  Included revision rounds: [2] (one consolidated feedback list per round).

6. Success criteria and timeline
--------------------------------

We will consider this successful if: [MEASURABLE OUTCOME 1 — e.g. "[N]% click-through on the hero asset"]; [MEASURABLE OUTCOME 2]; [QUALITATIVE OUTCOME — e.g. "sign-off from [NAMED STAKEHOLDERS] without a fourth round"].
Measured by: [WHO] using [TOOL / REPORT], reviewed on [DATE].

Stage                          | Date   | Who is involved
------------------------------ | ------ | -----------------
Brief approved                 | [DATE] | [CLIENT APPROVER]
Concepts presented             | [DATE] | [NAMES]
Consolidated feedback returned | [DATE] | [CLIENT APPROVER]
Final assets delivered         | [DATE] | [NAMES]
Launch                         | [DATE] | [NAMES]

Approved by: ____________________________  Name: [CLIENT APPROVER NAME]  Date: [DATE]

Anyone else with veto power over this work: [NAMES, or "none — [APPROVER] decides"]. Add them to the concepts presentation, not the final review.

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