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What are the elements of a good creative brief? Include your company's background. Outlining your company's background is particularly important when briefing an external agency. ... Summarize the project. ... Identify your target audience. ... State your objectives. ... Define your competition. ... Tone, message, and style. ... The final details.

Overall, a design brief handles more of the preproduction and business side of the project, while the creative brief tackles the innovative execution. A well-done design brief give both parties a solid layout for how they're going to accomplish their goals.

For a crash course in responding to a creative brief, here are some top tips from D&AD! Keep it simple. Sell your idea in a sentence. Don't explain your brief. Present your insight. Share your journey. Spell check. Sense check.

How to Write a Creative Brief Decide on a name for the project. Write about the brand and summarize the project's background. Highlight the project objective. Describe the target audience. Interpret the competitive landscape. Prepare the key message. Choose the key consumer benefit. Select an attitude.

A creative brief shouldn't be written in a vacuum. It should be based on thought-provoking discussion with key contributors to ensure everyone is in agreement on primary goals and messaging.

Effective creative briefs rely on good questions. Ask the right questions and you'll write a creative brief that will make your life easier. Essentially, you have to clarify the who, what, where, when, and how of the deliverable.

But a brief isn't designed to impress ?it's designed to do the job. The creative brief template described here includes the main elements a creative brief needs to address: the objective, the audience and the message.