ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

How to Write a Creative Brief

Updated on July 6, 2012

For those working in the advertising industry, the creative brief is the bread and butter of account planning. It represents the roadmap that creatives will follow to arrive at great work. Below are the topics commonly found in a creative brief.

Why are we advertising?

Before anything else, you must answer this simple question. What is the entire reason you need to build the advertisement? What is the significance and what are you trying to accomplish? Include topical information about the time period in which you are advertising and certain trends going on that affect your product to support your reasons.

To whom are we talking?

This section highlights your consumer audience. Try to be as specific as possible about this group in relation to your product. What demographics are they comprised of (age, location, gender, etc.)? What are their motivations? Why would they be looking for such a product?

What do they currently think?

What is going on in your target audience's mind right now, before your ad hits the public? What barriers are they looking to overcome that your product can solve. It helps to word this section in a quotation format, you take the point of view of a member of your target audience and discuss how you have a problem and how such a product could solve it.

What do we want them to think?

Again, use a quotation to show how your product can solve the audience member's problem. This quote should almost be a direct response to the quote in the previous section, but it should sound authentic. It is what you want your target audience to think after they come into contact with your ad.

What is the single most persuasive message we want to convey?

By far, the most important section. In a sentence, describe the ONE idea you want your audience to take away after being exposed to your ad. Be clear and concise as this single sentence will steer the creative ship more than any other section. It should pretty much sum up the entire document.

Why should they believe it?

Here is where you list your proof points. Explain all reasons inherent to the product why it fulfills the needs of the consumer, and why it solves the problems you touched on in earlier sections. Include as many support points as you can.

When is the audience most receptive to this message?

Discuss the time(s) and place(s) your target audience will be most susceptible to your advertising. Is it in the car on the drive home from work, or maybe during late night television. Make sure to use truisms about your audience to support your logic.

What are the creative guidelines?

Here is where you list all of the mandatories for creatives such as what medium you are using (radio, television, print, OLA, etc.), any legal statements, as well as geographic locations.

So there you have it. Answer all of those questions and you will be well on your way to writing a fantastic creative brief. Remember, to support your points while being succint as the more focused you can be the easier it will be for creatives to understand your vision for the ad. Which leads us to the cardinal rule of writing creative briefs: keep it to one page. They are called creative BRIEFS for a reason!


    0 of 8192 characters used
    Post Comment

    • sethpowers profile imageAUTHOR


      6 years ago from Virginia

      Definitely true. Thanks for the comment!

    • michyoung profile image


      6 years ago from North Carolina, USA

      Thanks to that. I agree. Your product or services must create a good impression to people. And you can only achieve this if you creatively know how to play the words. Thanks for posting.=)


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)