26SEP2009_Creative Brief

Creative Brief is a kind of document. It is also a plan for describing the intention. It is a summary of Goal, Objective, and Direction to AGREE to a common set of objectives. We focus on WHO we are talking to, and WHAT we are saying .




Creative Brief should include the following points:

• Name of the client
• Name of the product
• Background/ Overview (History)
• Target Audience
• Positioning
• Medium
• Tone and Manner
• Budget
• Deadline
• Mandatory
• Others

**FEW POINTS TO ADD**

• Date
• Description
• Objective
• Support
• Consumer insight

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Here is the Creative Brief of our client, TOBLERONE