Creative Brief EngineBETA

Effective creative work requires a clear creative brief.
Here’s the simple way to get one.

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Basic info

Project objectives

What are the desired outcomes, the goals, of this project?

See examples of project objectives

Project deliverables

What are your proposed items for this project and when should they be delivered?

ItemLaunch date
  Add another

Target audience

Do our audience know us already?

The better we understand the intended audience, the more effective this creative brief will be. Can you share more about your audience?

Congratulations. Audience personas will help the creative team develop an appropriate approach. Please remember to share them.

Understanding the audience is key to effective communications.

Let’s begin to build a profile of the audience most important to you…

Gender ratio

Age range

Social and economic factors

Share more about our audience


What do you believe is your Unique Selling Proposition? The single biggest factor most likely to persuade your audience to act?

Need a hand?

For creative teams who are already familiar with your brand or business

A more detailed brief should result in more effective creative solutions

Project background

Share as much as you can about your project. Add links if you like. The more your creative team knows, the better they can help.


Which media channels will you use to take your message to your audience?

Choose from a list

Reasons to believe

You have promised the following:

Now list all the reasons your promise can be believed…

Please prioritise these reasons to believe, from most important to least important.


Imagine your brand as a person… describe its personality. How would it talk?

Choose up to three


What do we want people to do or think after getting your message?


How should we measure success?


Is there anything we need to be aware of?


Anything else useful you can share? Competitor references? Examples of previous campaigns?

Add links or describe resources you have that may be useful to your creative team:

Creative brief

Prepared by:

Basics Edit

Project name:
Client name:
Client contact:
Reference #:

Project objectives Edit response

Project deliverables Edit response

Target audience Edit response

Promise (USP — Unique Selling Proposition) Edit response

Project background Edit response

Channels Edit response

Reasons to believe our promise Edit response

Attitude Edit response

Response Edit response

Mandatory Edit response


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