How to write a creative brief that saves half the time

Most delayed projects aren't delayed by design or filming, but by an unclear brief at the start. A good brief needn't be long; it only has to answer a few questions precisely.

1. What problem are we solving?

Write it in one sentence. “We want an ad” isn't a problem; “our customers don't know we opened a new branch” is one we can solve.

2. Who is the audience?

Describe one real person: their age, where they spend their time, what convinces them.

3. What is the single message?

If the viewer remembers one thing only, what should it be? Too many messages cancel each other out.

4. How do we measure success?

At least one number: sales, bookings, visits or views. Without it, we won't know if the work worked.

5. What are the limits?

Budget, deadline, and what can't change. Saying them early saves weeks of work in the wrong direction.

A good brief is half the solution. The other half is on us.