AD CREATIVE BRIEF

Client:
Campaign:
Brief version and date:
Account lead:
Final approver:
Creative due date:

1. OBJECTIVE AND AUDIENCE
Business objective:
Audience and situation:
What the audience already knows:
Desired action:

2. OFFER AND MESSAGE
Offer and conditions:
Approved destination URL:
Core message:
Approved facts and supporting evidence:
Claims awaiting client confirmation:

3. ASSETS AND DIRECTION
Product reference files:
Logo, colors, and fonts:
Reference sources and usage permissions:
Subject and setting:
Light, palette, and composition:
Tone:
What to avoid:

4. DELIVERABLES
Placements:
Confirmed dimensions:
File types:
Copy requirements:
Delivery location:

5. VARIATION PLAN
Question to investigate:
What stays consistent:
Concept A changes:
Concept B changes:
Optional next variation:

6. REVIEW AND HANDOFF
Product and claim accuracy checked by:
Design and placement checked by:
Unresolved decisions:
Final approved files:
Approval date:

7. MEASUREMENT AND NEXT BRIEF
Advertising or analytics platform:
Measurement owner:
Test setup and evaluation period:
Observed results:
Limitations or confounding factors:
Decision for the next creative round:

Template from Quickmake
https://quickmake.ai/blog/ad-creative-brief-template