A one page creative brief template for ad production

The one-pager

• Campaign and ad set: [names as they appear in the account, following the naming convention].
• Goal: [the one result this creative should move, such as cost per purchase or click-through rate].
• Audience: [who sees it, in plain words, with the exclusions].
• The one message: [a single claim the viewer should remember].
• Proof: [what supports the claim, and whether the client has approved using it].
• Format and length: [placements, aspect ratios and the maximum running time].
• Must include: [offer terms, legal lines and the exact spelling of the brand name].
• Must avoid: [claims, images or comparisons that need legal approval first].
• Success check: [the metric, and the date when the test will be judged].

Before the first draft

• The client owner approves the message and the proof in writing.
• The brief is linked from the test sheet, so the verdict can be traced back to it.