Remember:
You are not writing this creative brief for the CMO – it’s for the creative team. Do you want them to read it?
Make it interesting. Make it INSPIRING. Challenge them with a creative problem that needs a SOLUTION.
Put your passion into your writing!
Overview
Give a short description of the project and its purpose
Deliverables
List all the deliverables of the project
Primary Audiences
List the audiences that this project is targeting, and how they will engage with the piece.
What does your audience care about when considering your product?
Positioning
List your closest competitors.
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The Innie.