Sample of Creative Brief

Creative Brief (on your letterhead):

Client:

Brief description of product or service:

Role of advertising: (why advertising, what is the problem advertising can solve, how will client benefit, how will consumers benefit):

Communication purpose: ____ General leads _____Introduce new product or service _____Sell company image _____ Other 

How do you want people to respond?

______contact company (call, email, other)  _____ Go to Web site 

_____no action, image only _____other

Target audience(s):  

Key insight:

Audience’s current perception of your company and product/service:

What differentiates you from the competition:

Product features:

Product benefits:

Choose desired advertising characteristics from list below

____ conservative  _____Contemporary ______Cutting Edge  _____Factual _____Emotional

Mandatories:

What one single fact or idea should audience remember/take away from the advertising?