Client work.docx

Creative brief template

One page that tells the creative team what to make, for whom, why, and how it will be judged.

A sharp brief saves more time than any tool. It makes the first round of work closer, and feedback easier to give, because everyone is judging against the same page.

Write it with the client, not for them, and get it signed off before the team starts.

Opens in Word, Google Docs and Pages. Free, no sign-up.

Creative brief

Client[client]
Project[project name]
Brief owner[account manager]
Date[date]
Deadline[date]
Budget[amount, or n/a]

Background

[What's happening that makes this work necessary, in three or four sentences.]

Objective

[What must change as a result. Make it measurable where possible.]

Audience

[Who they are, what they think now, and what we want them to think or do.]

Single-minded proposition

[The one thing to say. One sentence.]

Reasons to believe

  • [Proof point]
  • [Proof point]

Tone

[Three or four words, and one brand whose tone is close.]

Mandatories

  • [Logo and brand guidelines]
  • [Legal lines]
  • [Languages: English, Arabic]

Deliverables and channels

AssetFormat / sizeChannelDue
[Key visual][1080 × 1350][Instagram feed][date]
[Video][9:16, 15 seconds][Reels, TikTok][date]

Approvals

[Who approves on the client side, how many rounds are included, and how long they have to reply.]

From the Wiro templates library: wiro.ae/templates/creative-brief

Terms in this template

Creative briefScope creepStatement of work (SOW)

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