Creative brief
also known as design brief
A short document that aligns an agency and client on the goals, audience, message and constraints of a creative project before work begins.
For example, before a campaign, the agency writes a one-page creative brief covering the objective, target audience, key message, mandatories and deadline. With it signed off, the team creates against a shared target instead of guessing what the client wants.
Why it matters to agencies: a good creative brief prevents the most expensive kind of rework - work that is skilful but aimed at the wrong goal. Agreeing the brief up front aligns expectations, speeds approvals, and gives you something concrete to point to when feedback drifts off-target.
What a creative brief covers
- The objective
- Target audience
- Key message
- Tone and mandatories
- Constraints and channels
- Deadline and sign-off process
What is a creative brief?
A short document that aligns an agency and client on the goals, audience, message and constraints of a creative project before work begins.
What should a creative brief include?
The objective, target audience, key message, tone, mandatories, constraints and deadline - enough to align everyone before work starts.
Who writes the creative brief?
Usually the agency, drawing on the client's input, then signed off by the client so it becomes a shared reference.
How is a creative brief different from a scope of work?
The brief defines the creative direction and goals; the scope of work defines the deliverables, boundaries and commercial terms.