CREATIVE BRIEF

Client / Brand

Project / Campaign Name

Deadline

Context & BackgroundProvide background on the brand, market, and competitive landscape.

Business ObjectiveWhat is the business goal this campaign must achieve?

Problem to SolveWhat is the core problem the creative must address?

Primary AudienceWho is the primary target audience?

Secondary AudienceAny secondary audiences to consider? (optional)

USP / Key Product TruthWhat is the unique selling proposition or core product truth?

Consumer InsightWhat deep consumer truth makes this idea relevant and compelling?

Creative AmbitionAs an agency, we are aiming for?

DeliverablesList all required creative deliverables.

ChannelsWhich channels will this campaign run on?

Success MetricsHow will we measure the success of this campaign?

Client Preferences & WatchoutsAny non-negotiables, any useful context from previous collaboration with the client. What do they usually like, dislike, approve quickly, challenge, or strongly avoid?

Budget

Debrief / Q&A

First Creative Presentation

Client Presentation

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