Campaign Brief Template.
The one-page brief used inside the world's best creative agencies, adapted for in-house teams. Bad briefs make bad work. Fix the brief, and everything downstream gets easier and cheaper.
— A taste —
If you have ever paid for creative work and felt the result was off, the problem was almost always the brief rather than the creative. We have watched this play out across hundreds of campaigns from the inside of the agency table, and the pattern is consistent enough to predict: tight briefs produce work that lands; vague briefs produce work that is technically correct and emotionally absent, and that runs in market while everyone wonders why the numbers feel soft.
— Continues for 16 more pages —
— Based on —
- · APG · How to Write a Creative Brief resources
- · Julian Cole · Planning Dirty brief frameworks
- · D&AD · published case studies
- · IPA Effectiveness Award winning briefs (last 10 years)
- · Lord & Thomas 'Reason Why' framework
- · April Dunford · Sales Pitch positioning approach
Pair it up.
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