# What is a creative brief?

> A creative brief is a one-page plan that tells a designer or video creator what to make, for whom and why. What to include, with a filled-in ad example.
- **Author**: Marxx
- **Published**: 2026-11-15
- **Category**: Creative
- **URL**: https://marxx.ai/library-glossary/creative-brief

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A creative brief is a one-page plan that tells a designer, editor or creator what to make, for whom and why. A good brief lets someone start work without asking ten questions. It also lets you judge the finished ad against what you asked for.

## What goes in it

1. **Goal.** The one result you want, with a number.
2. **Audience.** Who sees it, and what they care about.
3. **Single message.** The one idea the ad must land. See [ad angle](/glossary/ad-angle).
4. **Proof.** The reason to believe it: a result, review or demo.
5. **Offer and call to action.** What you want the viewer to do next.
6. **Format.** Length, ratio and placements.
7. **Must-haves and no-gos.** Logos, claims, words to avoid.
8. **Deadline and who approves.**

Keep it to one page. If it needs three pages, the idea is not clear yet.

## A filled-in example

Say you sell a INR 899 hair serum. This brief is written as an example.

| Part | Entry |
|---|---|
| Goal | 100 purchases at a cost per purchase under INR 450 |
| Audience | Women 25 to 40 with frizz who have tried shampoos and not seen results |
| Message | Smoother hair in two weeks, without a salon visit |
| Proof | Your real review average and count, plus a 14-day result from customers who agreed to share it |
| Offer | 15% off the first bottle with free shipping |
| Call to action | Shop now |
| Format | 20-second vertical video for Reels and Stories, plus one static |
| No-gos | No medical claims. No before and after of another person |
| Due | Friday, approved by the founder |

The hook ideas are left to the creator. A brief says what, not how.

## Where briefs go wrong

- **Too many messages.** Pick one.
- **No number.** "Better ads" cannot be judged. "Cost per purchase under INR 450" can.
- **No proof.** Claims without proof read as noise.
- **Hidden rules.** Say what you cannot show or say before the work starts.

Use the [creative strategy one-pager template](/templates/creative-strategy-one-pager-template) or the [UGC brief template](/templates/ugc-brief-template). For creators, see [how to brief UGC creators](/guides/how-to-brief-ugc-creators).

Marxx builds personas from comments and reviews, which can fill in the audience line. See [audience personas](/features/audience-personas).

## FAQ

### How long should a creative brief be?

One page. Two at most for a big campaign.

### Who writes the brief?

The person who owns the result writes it, often a founder, marketer or [creative strategist](/glossary/creative-strategist). The maker then asks questions.

### Is a brief the same as a script?

No. A brief says what the ad must do. A script is the lines and shots made to meet it.

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