CREATIVE BRIEF

Project name:
Owner and approver:
Due date:

THE BET
Who this is for, and what just happened to them:
What we need them to believe (one claim):
What we will show so they believe it:
What we ask them to do next:
The bet in one sentence:
  We think [buyer in situation] will [next step] once they
  believe [claim], and [proof] is what will make them believe it.

THE TEST
Number we are trying to move:
What changes from our current best ad:
What stays the same:
If it works, we will take it as a sign that:
  And next we will:
If it does not, we will take it as a sign that:
  And next we will check or change:

THE PRODUCTION
Deliverables, formats and lengths:
Placements:
Tone, in one plain sentence:
Must include:
Must not claim:
Assets and proof we already have:
Proof we still need to capture:
Budget:
Review steps and dates:

From the guide at https://coppica.com/blog/creative-brief-template