Appendix A: Brief Template

Advertising Brief

1. Project summary
What is being made, and why?

2. Business problem
What challenge is this work solving?

3. Audience
Who needs to respond, and in what context?

4. Objective
What should the work achieve?

5. Key insight
What human truth or situation makes the message relevant?

6. Message
What is the one thing people should remember?

7. Brand voice
How should it sound and feel?

8. Required elements
Logos, disclaimers, product details, URLs, or other must-haves.

9. Constraints
Legal, timing, technical, or platform limits.

10. Deliverables
What formats and versions are needed?

11. Success measures
How will the work be judged?

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