Every brief uses the same eleven questions, but a rebrand and an influencer program need different things from them. These six examples are for made-up companies, and each one is filled in all the way through.
Each page points out the three places that kind of brief needs more than a standard one, and you can start your own brief from any of them.
Fernway plant care guarantee, paid and organic social. The one thing to say: You can't really kill a Fernway plant, because we'll replace it.
Quill shared budgets launch. The one thing to say: One budget you can both see, so money isn't one person's job.
Allgood Home Services rebrand. The one thing to say: The same people you already call, now for everything in the house.
Lantern Children's Museum membership video. The one thing to say: Three visits pays for the whole year.
Daybreak everyday SPF creator program. The one thing to say: Sunscreen you forget you're wearing.
Hollis & Reed website redesign. The one thing to say: Accountants for small businesses and freelancers, with prices you can see before you call.
Read how to write a creative brief on one page, or look at the coffee subscription brief with comments and an approval on it.
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A weekly note on account planning for agency strategists. One thing that changed, the tension in it, and what I'd do Monday. The first part of every issue is free.
Written by Cody Simmonds. I also write The Rationale, a weekly note for agency strategists.