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Creative Brief Template
This questionnaire is not a Creative Brief — it is a tool you can use to help you
compile the information necessary for writing a Creative Brief. A Creative Brief is
a document which describes the speciﬁc objectives, deliverables and strategies
of a marketing piece or campaign, and includes information about the target
audience, what matters to them, the speciﬁc marketing channels, the budget,
timeline, and other key details about the project.
Here are some quick pointers to help you get on the right track with your
Creative Brief, but ﬁrst, a reminder about why you’re doing this ...
A well-written Creative Brief will help you deﬁne your project in such a way that
everyone working on your project will have a clear understanding of the vision,
the strategy and the goals of the project so they can move forward with an
effectiveness and ﬂow that produces the best results.
Tips for Success
1. Answer the questions with lively and conversational language. Be clear and
direct, and avoid using obscure, meaningless marketing terms or buzz words.
2. Gather input from ALL stakeholders. By including all stakeholders, you
increase your chances of gaining their buy-in as you move forward with design.
3. Keep it relevant, and get to the point. The goal is not to bore people with how
many marketing terms you know, but to craft a document that will serve as a
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