Write a creative brief with one single-minded proposition
A one-page agency creative brief built around a real insight and one sharp proposition, ready for the creative team.
The prompt
Write a creative brief my creative team can work from.
Client and brand: [BRAND, category, where it stands today]
Business problem: [what has to change commercially - e.g. "lapsed buyers are not coming back after the first purchase"]
Target audience: [WHO, what they currently think, feel, and do about the brand]
Research and insights I have: [DATA, quotes, social listening, strategy work - paste or summarize]
Mandatories: [logos, legal lines, product shots, brand assets, tone rules]
Channels and deliverables: [e.g. "30s online video, 6 social cutdowns, OOH 48-sheet"]
Budget band and timing: [ROUGH BUDGET, key dates]
Structure the brief with these sections, each kept tight:
1. Why are we advertising? (the business problem in one or two sentences)
2. Who are we talking to? (a person, not a demographic)
3. What do they think now, and what do we want them to think, feel, or do?
4. The insight: a human truth that creates tension - not a statistic or a product feature.
5. The single-minded proposition: one sentence, no "and".
6. Reasons to believe: only proof that exists.
7. Tone, mandatories, deliverables, budget, and timings.
8. How we will measure success.
Then:
- Give me 3 alternative propositions and say which is strongest and why.
- Flag where the brief is trying to say too many things, and what to cut.
- List the questions the creative team will ask that this brief does not yet answer.
Keep the brief to one page. Do not invent research findings or claims; mark gaps as [ADD INSIGHT] or [CONFIRM PROOF].
Highlighted [brackets] are blanks to replace with your own details.
Fill in the blanks and use this promptMore Marketing & Brand prompts
What to fill in
- BRAND, category, where it stands today
- WHO, what they currently think, feel, and do about the brand
- logos, legal lines, product shots, brand assets, tone rules
- e.g. "30s online video, 6 social cutdowns, OOH 48-sheet"
- ROUGH BUDGET, key dates
- ADD INSIGHT
- CONFIRM PROOF
How this prompt is built
This prompt follows the Few-Shot structure (Few-shot prompting). A few-shot prompt includes one or more worked examples of the input and the output you want, so the model can copy the pattern instead of guessing it.
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