PLAIN-LANGUAGE DEFINITION
Creative brief
A creative brief records the objective, audience, message, evidence and production requirements.
IN PRACTICE
An example
A brief can ask for a 30-second capacity demonstration with three required product shots.
What this does not tell you
A brief is a decision document, not a substitute for missing product facts.
Use the term precisely
When you use this term in a brief or report, include the relevant source, scope and assumptions. An example explains the concept; it is not a benchmark or a promise of results.