Creative Brief

Please complete this brief to kick off your project. Fields marked with * are required.

Project Overview
What is the desired business result?
How will you achieve your business results?
Audience
Please include segments, characteristics, psychographics, target profiles, attitudes, trends.
How do they currently feel? What are their beliefs about the product/feature/technology?
Products / Features / Technology
Desired Response
What do we want them to think/feel/do? Include URLs or example links if relevant. Note if there is a response mechanism (website, reply card, etc.).
Key Message
Based on what we would like customers to believe, what is the one overarching takeaway?
Proof Points
Demonstrate why your audience should believe or accept the key message.
Activation & Integration Plan
How/where are we promoting this product/program? Where will this live?
Measurement / Success
List specific business metrics, KPIs supported, and any new KPIs needed.
Creative Considerations
Include specifics on deliverables, formats, and any other requirements.
Legal Requirements
Disclaimers, must-say/cannot-say statements, required trademarks/logos, permissions, etc.
Schedule / Key Milestones
Budget
Note quarter to bill in, amount, and any key funding from other groups.
Review Process
Who are the reviewers/approvers? Who provides final signoff?
Stakeholders (RACI)
Who is responsible for doing the work?
Who is ultimately accountable for the outcome?
Who must be consulted (subject matter experts, partners)?
Who must be kept informed of progress?