Creative Brief

Business challenge

[Commercial goal, required behavior, baseline, and deadline]

Audience tension and insight

[Audience, current belief, tension, evidence, and cultural context]

Single-minded proposition

[One memorable proposition and the response it should prompt]

Reasons to believe and tone

[Product truth, proof, voice, visual territory, and exclusions]

Deliverables, mandatories, and channels

[Asset, format, quantity, channel, mandatory elements, and owner]

Success and approval

[Response metric, quality bar, reviewer, and approval date]

Measurement and Ownership