The creative brief provides a foundation for any creative project by outlining objectives, pertinent details, and keeping everyone aligned throughout the process. It includes the client and team contact information, creative strategy statement, key facts about the client/job, the primary advertising problem and how the product solves it, communication objectives, target market details, primary competition, key consumer benefits, reasons to believe the product delivers on its promise, desired tone, and mandatory guidelines. The brief assumes the team knows nothing, highlights the core challenges to be solved, strikes a balance between brevity and including all necessary information, uses clear language without jargon, and is vetted by others to ensure it is understandable and mistake-free.