What should a creative brief include?
The idea dump and the creative brief is a great way to get everyone on the same page and to synthesize complex ideas into a clear direction.
Most creative briefs include the following:
- A short brand statement.
- A brief overview of the campaign’s background and objectives.
- Key challenges that the campaign aims to resolve.
- Target audience for the campaign.
- Chief competitors.
- Primary message describing the brand’s values and market positioning.