What is Creative Brief?
A document outlining the strategy and requirements for ad creative production.
Definition
A creative brief is a strategic document that aligns designers, copywriters, and stakeholders before creative production begins. It typically includes: campaign objective, target audience persona, key message, tone of voice, mandatory elements (logo, legal disclaimers), deliverable specs (formats, sizes, quantities), brand guidelines, and competitive references. A strong brief prevents revision cycles and ensures creative ladders up to business goals.
Example
A brand's creative brief specifies: "Target: women 25-34, fitness enthusiasts. Message: our protein bar tastes like dessert with 20g protein. Tone: fun, aspirational. Deliverables: 3 static images (1:1, 4:5, 9:16) + 1 video (15s)."
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