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The one-page creative brief that doesn't go stale
Most briefs are written once, then quietly rot while the launch date moves. This one is short enough to finish — and built so changes have somewhere to land.
What's on the page
Objective (one sentence)What changes in the world if this works? If it takes two sentences, it's two campaigns.
Audience, specificallyNot "SMB decision-makers". The person, their Tuesday, and what they're tired of.
The single messageThe one thing they should remember. Everything else is proof, not message.
Proof pointsWhy should they believe it? Numbers, names, demonstrations.
MandatoriesLogo, legal, channels, dimensions — the non-negotiables, listed once.
Dates & ownersEvery date with a name next to it. Ambiguity here is where briefs die.
Change logThe field most templates don't have: when a date or message moves, you write down what it affects. This is the field that stops version chaos.
Three rules that keep a brief alive
- If a date moves, the brief moves same-day. A stale date is worse than no brief — people plan confidently against the wrong thing.
- Approvals attach to versions. "Approved" means approved as of v3. When v4 exists, approval is a question, not a fact.
- One brief, one owner. Shared docs with five editors and no owner mean nobody is responsible for it being current.
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