Creative briefs have a reputation for being either too thin to be useful or so long that nobody reads them. The best briefs sit in between: short enough to be absorbed in a few minutes, but specific enough to guide real decisions.
The problem, in one sentence
Start with the reason the work is needed. What is not happening that should be, or what opportunity has appeared? If you cannot describe the problem in one sentence, it is worth pausing before briefing anyone.
Who we are talking to
Describe the audience in human terms. What do they currently think or do? What do they care about? What might make them sceptical? A single, well-observed insight about the audience is worth more than a page of demographics.
The one thing to communicate
This is the most important part of the brief and the hardest to write. Choose the single idea you want the audience to take away. Supporting points can be listed separately, but the creative team needs to know what matters most.
Why they should believe it
List the evidence that supports the message: features, processes, guarantees you genuinely offer, or other facts that can be verified. This keeps the work honest and gives the creative team material to work with.
Where and how it will appear
Be specific about formats, channels and technical requirements. A message designed for a six-second vertical video will be very different from one for a search advert or a landing page. Include sizes, lengths and any accessibility needs, such as captions or alternative text.
Mandatories and boundaries
Note brand guidelines, legal requirements, claims that cannot be made and anything that must be included. Clear boundaries make it easier for a creative team to be bold within them.
How the work will be judged
Agree in advance what a successful outcome looks like and who will make the final decision. If the work will be tested, explain how. This avoids feedback based purely on personal preference and keeps the conversation focused on the objective.
What to leave out
Long company histories, every product feature and lists of competitors usually belong in supporting documents rather than the brief itself. If information does not help someone make a creative decision, it can be linked rather than included.
A good brief is an act of clarity. The time spent writing it is almost always recovered in faster, more focused work.
