Creative Brief
Business challenge
[Business objective, commercial context, and required behavior]
Audience and human insight
[Audience, current belief, tension, and evidence]
Single-minded proposition
[One proposition the work should make memorable]
Reasons to believe and tone
[Proof, product truth, voice, visual territory, and exclusions]
Deliverables and mandatories
[Asset, format, channel, quantity, deadline, and owner]
Success and approval
[Response metric, approval criteria, reviewer, and launch dependency]
Measurement and Ownership
| Measure or deliverable | Baseline or input | Target or acceptance condition | Source | Owner | Review date |
|---|---|---|---|---|---|
| [single-minded proposition] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [consumer insight] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |
| [reason to believe] | [Current state] | [Target or acceptance condition] | [System or evidence source] | [Accountable role] | [Date] |