Creative Brief

Page 1, Date: DD/MM/YEAR

Project Name What’s the name of the project?

Company Background Place the project in context to the history and brand of the company.

Project Objective What is the purpose of the project, its timeline, deadline and
audience?

Target Audience What is the market segment you’re targeting, including

demographics, buying behaviors, trends and other customer history?

Competition List competitors and what you have in common and where you differ.

Key Message How does your product or service resolve customer pain points?

Key Customer Benefit Choose the one feature that will best serve the target audience.

Tone Determine the right voice and tone for the target audience.
 Creative Brief
Page 2, Date: DD/MM/YEAR

Call to Action (CTA) What link or action will drive the project’s objective?

Distribution Plan Which channels or platforms will announce or advertise your product
or service?

Stakeholder Signoff Get signatures of stakeholders’ approval of creative brief and

distribute the brief among the creative team.