CREATIVE BRIEF
Project / concept ID:
Owner / approver / delivery date:
Business objective and primary outcome:
Buyer and buying situation (not just demographics):
Trigger / desired outcome / current alternative:
What the buyer already knows or believes:
Customer language (verbatim + source):
Main objection or uncertainty:
One promise / angle:
Reason to choose this offer over the alternative:
Proof available (source, permission, claim supported):
Offer (product, price, terms, availability):
Concept (one-sentence creative idea):
Product / brand recognition cues:
CTA and exact destination:
Landing-page promise match:
Format / placement / duration options:
Required claims, disclosures, permissions, and brand constraints:
Hypothesis / control / material change:
Success metric and buyer-owned test plan ID:
Assets to deliver and versions:
What this concept deliberately leaves out: