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Definition
A creative brief is a short written document that tells the people who make ads what to produce, for whom, and why. It covers the goal, the audience, the message, the formats, the must-have and must-not-have elements, and the deadline and approvers.
How to use it
A brief turns a vague request such as make a new video into a set of checkable decisions. Without one, the designer or editor guesses the goal, and the first version can look good while answering the wrong question. A good brief names the one thing each piece must do, for example stop the scroll for a new buyer or explain sizing, so that the result can be judged against it.
Keep the brief to one or two pages and version it like any other agreed document. Record who approved it, which claims need proof and which brand rules apply. When a result misses, check the brief first: a gap in the brief usually causes the gap in the work, and the fix is to update the brief before the next round.
