A creative brief is a short working document that tells a team what a particular project needs to achieve. It usually identifies the audience, problem, objective, main message, deliverables, constraints, timing, and decision-makers. The brief gives writers, designers, and reviewers a shared basis for judging ideas rather than relying on personal preference.
A brief for a campaign might say which customer action matters and what evidence can support the message. It should be clear enough to guide the work but open enough to allow good creative solutions. Confirm it with the people who will approve the result before production begins. REX’s agency proposal FAQ explains related scope and approval questions.