Creative brief
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CREATIVE BRIEF
Client: ....................  Project: ....................
Date: ..........  Owner (client side): ....................

1. What are we making? (deliverables, sizes, quantity, formats)
   ..........................................................

2. Why now? What is the business reason?
   ..........................................................

3. Who is it for? (audience, where they see it, what they think)
   ..........................................................

4. What is the single message?
   ..........................................................

5. What do we want them to do?
   ..........................................................

6. Tone and feel — three adjectives, plus one thing to avoid
   ..........................................................

7. What is fixed? (brand, colours, fonts, legal text, formats)
   ..........................................................
   ..........................................................

8. What exists already? (previous versions, things they hated)
   ..........................................................

9. Success and approval
   How we will judge it: ....................................
   Who approves: .................  Who else must see it
   first: ...................................................

10. Practicalities
    Deadline: ..............   Budget: ....................
    Rounds included: ....      Delivery format: ...........

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