Start with a decision, not a deliverable.
“We need a video” describes an output. “We need people to understand our new service before they book a call” describes the job. Write down the decision you want your audience to make. It gives everyone a way to judge the creative work that follows.
Choose one audience first.
List who the work is for, what they already know and what is stopping them from acting. A first-time buyer and an existing customer need different information. If the campaign serves several audiences, identify the primary one and plan any separate versions deliberately.
Collect the proof.
Bring product details, customer questions, useful examples and the evidence behind your claims. Mark anything that still needs approval. A specific demonstration or a clear explanation is often more useful than another adjective.
Tell us where it will live.
A TV advert, a portrait social video and a website hero have different constraints. List the channels, formats and destinations at the start. If a shoot needs stills, short edits and room for captions, that belongs in the brief.
Make the practical things visible.
Include the budget range, deadline, decision-makers and known constraints. Say who can approve copy and who will gather feedback. A realistic brief lets the team put effort into the right places.
Agree how you will judge it.
Separate creative approval from campaign measurement. Is the message clear? Is the product accurately represented? Is the next step obvious? Once the work is live, agree which business measures matter and what you can actually track.
