What is a brief

It is a document confirming
understanding between a client and
an advertising agency on:
1. Objectives of an advertising
campaign
2. Identification of the targeted
audience
3. Strategies to be adopted in
reaching the audience
 Structure of a brief
1) Background / Overview
For an overview, state, "Who is the ad talking to,
and what is the one main thing we want to say?
2) What is the objective, the purpose of the
ad?
3) Target audience: who are we talking to?
4) What's the single most important thing to
say?
5) What are the supporting rational and
emotional 'reasons to believe and buy?'
 Structure of a brief
6) What else will assist creative
development?
7) Schedule: What do we need
from the creative team? When do
we need it?