# Creative brief: [Project or campaign]

**Client or team:** [Name]  
**Brief owner:** [Name]  
**Decision owner:** [One approver]  
**Version:** 1.0  
**Brief date:** YYYY-MM-DD  
**Final delivery date:** YYYY-MM-DD

## Brief in one sentence

[Create what, for whom, to achieve which outcome, by when?]

## Business objective

- Desired change: [Behavior, perception, or business result]
- Measure: [Metric]
- Baseline: [Current value]
- Target and date: [Value by YYYY-MM-DD]

## Audience

- Primary audience: [Specific segment]
- Situation or need: [What is happening for them]
- Current belief or behavior: [Current state]
- Desired belief or action: [Future state]
- Evidence: [Research or source]

## Single-minded message

[The one thing the audience should understand or remember.]

## Reasons to believe

- [Approved fact, proof point, demonstration, or source]

## Deliverables

| Deliverable | Channel | Format and dimensions | Quantity or variants | Owner | Due |
|---|---|---|---:|---|---|
| [Asset] | [Channel] | [Specification] | [Number] | [Name] | YYYY-MM-DD |

## Tone and creative direction

- Tone: [Specific qualities]
- Must feel like: [Reference with explanation]
- Must not feel like: [Anti-reference with explanation]
- Accessibility requirements: [Captions, contrast, alt text, reading level]

## Mandatory elements and constraints

- Required copy, claims, logos, or legal text: [List]
- Brand or regulatory rules: [Links]
- Budget or production constraints: [Limits]
- Out of scope: [Explicit exclusions]

## Inputs and dependencies

| Input | Owner | Available by | Status |
|---|---|---|---|
| [Copy, photography, data, approval] | [Name] | YYYY-MM-DD | Pending |

## Review and approval

- Reviewers: [Names and review responsibilities]
- Final approver: [One person]
- Feedback method: [One consolidated location]
- Included review rounds: [Number]
- Feedback deadline: [Date and time zone]
- What counts as new scope: [Rule]

## Success check

[Explain how the finished work will be assessed before release and after publication.]

## Approval

| Role | Name | Decision | Date | Conditions |
|---|---|---|---|---|
| Decision owner | [Name] | Approved / Changes required | YYYY-MM-DD | [Conditions] |