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.

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