A good brief is short. Start with the business problem, then the audience, the single thing you want people to think or do, and how you will measure it.
Add what is fixed (budget, dates, mandatory elements) and what is open. Leave the solution to the team — that is where the ideas come from.
A one-page template
- Background and business goal
- Audience and insight
- Single-minded message
- Deliverables and channels
- Budget, timing and approvals
- How success will be measured
