A creative brief  produces a creative idea, strategy and execution that works.

So what makes a good creative brief?

For us it’s clarity and discussing the brief face to face.

If my mum can pick up the brief, read it and understand it, you’ve nailed it.

At Vicki Stone Marketing we prefer face to face briefings, and we do ask a lot of questions, but it’s worth it, as it saves time, misinterpretation and money in the long run.

Background and overview

Having a clear understanding of the current situation and background (without chapter and verse) helps set the scene for the creative team and gives us a better understanding of where you are at.

Communication objectives

We need to understand the communication and marketing objectives e.g. driving enquiries to the website, or selling more product.

Target audience 

Who are the target audience(s)? What do they think or do and what do we want them to do as a result of what we’re producing? Are we trying to change their perception of the brand, do we want them to pick up the phone and call their sales rep?

Core proposition

This is the one that many of the most seasoned marketers struggle with. Having a single proposition for the whole creative campaign e.g. the message you want to get across e.g. the UK’s number 1 property website or 97% up time for all forklift trucks.

You’re not trying to write the headline or strapline here, but giving the creative team the main hook for the creative.


What backs up this proposition? So, for example for the forklift trucks they have over 600 mobile engineers who keep the trucks up and running, or for the property website they have the most properties on their site, or most positive reviews against the competition.

Brand personality

What are the brand values? How does the target audience perceive the brand? For the forklift truck service company they are more expensive, but have a high level of unrivalled customer service which is strong and reliable.


What does the communication have to include as a must? It could be a specific CTA, imagery or specific terminology.


Who and how is this going to be measured and what determines the success of this project? It might be that your agency or research agency is measuring ad effectiveness/ad recall, or you are measuring the number of responses via web and phone enquiries.


When do you need initial ideas by? When do you want to launch/go live?


Normally by this stage, you will have agreed a budget with your agency, but if it’s just an initial stage 1 ideas/concepts brief you may which to stipulate what budget is available for photography, illustration and production.

If you have a new creative brief coming up soon that you’d like to discuss please get in touch.

We’re a collective of creatives and suits (well, not so much of the suits anymore) who love a challenging brief and clients trust us implicitly to deliver on time, on budget with measured results.