1. SAMPLE CREATIVE BRIEFS
B!"e#s ma$ %a&e d"##e!en%s #o!ms
Sou!"e: “Ad#e!$%s%n& b' Des%&n” Boo( b' Rob%n Landa

2. What is a brief ?
> A "!ea$%#e b!%e) %s a
s%!a%e'"( p)an
–a (%nd o) map- $ha$ bo%h %he
()"en% and %he des"'n #"!m o!
ad#e!$%s%n& a&en"' a'!ee upon,
a w!"%%en do(umen% ou%)"n"n'
and s%!a%e'"z"n' a des%&n
p!o*e"$.

3. > S$!a$e&', and s$!a$e&' s$a$emen$,
"an be de$e!m%ned ou$s%de a des%&n
b!%e) o! w%$h%n a b!%e).

4. > Mo!e b!%e)s a!e made up o) ques$%on
and answe!s –a hand' )o!ma$ $o )u++'
de+%nea$e $he ass%&nmen$s, ob*e"$%#es
$he p!o*e"$s, des%&n "on$ex$, and $he
aud%en"e.
> The answe!s $o ques$%ons posed %n a b!%e) a!e
usua++' based on p!edes%&n (o! p!e+%m%na!') ma!(e$
!esea!"h; %n)o!ma$%on &a$he!ed abou$ $he p!odu"$,
se!#%"e o! &!oup and aud%en"e; and $he bud&e$.

5. > The "+%en$ and "!ea$%#e
p!o)ess%ona+s "an &o ba"( $o
$he b!%e) )o! &u%dan"e, o!
des%&ne! "an use %$ $o suppo!$
$he%! "on"ep$s o! so+u$%ons.

6. > A $hou&h$)u+, "+ea!
b!%e) "an )os$e! )o"used,
"!%$%"a+ $h%n(%n& and
+ead $o "!ea$%#e "on"ep$s
)o!mu+a$%on.

7. SAMPLE CREATIVE BRIEF #1
> P!o*e(% %"%)e
> De)%ne $he "ha++en&e
> De$e!m%ne $he (e' aud%en"e
> Des"!%be 'ou! "u!!en$ unde!s$and%n&
o) $he b!and o! &!oup
> Iden$%)' $he b!and essen"e
> De$e!m%ne $he s$!a$e&'
> As"e!$a%n $he bes$ me$hods o) exe"u$%on
> Med%a
> Pa!ame$e!s:
> Dead+%nes
> Bud&e$

8. SAMPLE CREATIVE BRIEF #2
> ,+%en$ o! b!and
> P!odu"$ "a$e&o!'
> Un%que se++%n& p!opos%$%on (USP) bene)%$ un%que $o $he
ad#e!$%sed b!and
> Lon&-$e!m pos%$%on
> ,ommun%"a$%on s$!a$e&'
> B!and pe!sona+%$'
> Ta!&e$ aud%en"e
> Bu'%n& and usa&e
> -a+ue, a$$%$udes, and +%)es$'+e
> ,ompe$%$%on
> Suppo!$

9. SAMPLE CREATIVE BRIEF #3
> Who a!e we $a+(%n& $o?
> Wha% %s $he s%n&+e mos$ %mpo!$an$ messa&e we wan$
$o "ommun%"a$e?
> Wh$ shou+d peop+e be+%e#e $h%s?
> Wha% $one o) #o%"e shou+d we use?
> Wha% do we wan$ peop+e $o $h%n( o! )ee+ a)$e!
expe!%en"%n& $he ad#e!$%s%n&?
> Wha% a!e $he !equ%!emen$s?
> Is %he!e a bes$ med%a "hanne+ )o! $h%s messa&e?

10. SAMPLE CREATIVE BRIEF #4
> Pos"%"on: Wha$ d%))e!en$%a$%n& %dea wou+d be bo$h
!e+e#an$ $o ou! $a!&e$ aud%en"e and "ha++en&%n& $o $he%!
"u!!en$ $h%n(%n& "on"e!n%n& $he b!and o! &!oup
> +onne(%"on: Wha$ so"%a+ o! emo$%ona+ asso"%a$%on does ou!
$a!&e$ aud%en"e ha#e w%$h $h%s %dea?
> +on*e(%u!e: How "an we bes$ %n)o!m ou! "on*e"$u!e $o
so+#e $h%s "ommun%"a$%on p!ob+em
> Ins"'h%: Wha$ abou$ $he b!and "ou+d he+p us s$a!$ a
d%a+o&ue be$ween $he b!and and ou! "onsume!s, amon& ou!
$a!&e$ aud%en"e and/o! w%$h%n pop "u+$u!e