Creative and testing
Creative brief
A short document that tells the people or systems making an ad who it is for, what it must say and why.
What it is
A brief usually covers the audience, the problem, the single message, the proof, the format and the call to action.
Why it matters
For lead generation and e-commerceIt is where the strategy turns into ads. A vague brief produces ads that are hard to judge and harder to learn from.
In practice
Write one per audience or test idea, and record the hypothesis each ad is meant to test.
A common mistake
Briefs that list everything the product does, which produce ads that say nothing in particular.
Read the evidenceOne campaign, four weeks, every handoff All terms