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Advertising Brief

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A carefully written creative brief is the foundation for all great advertising campaigns. Its job is to challenge creative teams to bring a single-minded proposition or key message to life in a novel and interesting way.

When gathering information from a client, you should start by documenting the most important business and communication objectives. After that, your focus is on crafting a single-minded proposition that distills all your research and insights into a single idea that seeks to solve a problem. Make it short, surprising, and help your creative team to see ideas immediately.

Completed Advertising Brief template in Milanote app

An ideal template for briefing-in an advertising creative team

The creative brief is the most important document that an ad agency possesses, and without it, you can forget about that Cannes Lions nomination. A great brief will get the brains of a creative team whirring away, and usually contains the following sections:

  • Client background
  • Objective
  • Target Audience
  • Brand voice
  • Insight
  • Single-minded proposition
  • Execution requirements
  • Budget and schedule

We've pre-populated this Milanote template with an example advertising campaign brief to give you an idea of what you might want to include.

Sharing and collaboration is simple in Milanote. Once you've completed your own advertising creative brief template, you can share the board directly with clients.

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