A carefully written creative brief is the foundation for all great advertising campaigns. Its job is to challenge creative teams to bring a single-minded proposition or key message to life in a novel and interesting way.
When gathering information from a client, you should start by documenting the most important business and communication objectives. After that, your focus is on crafting a single-minded proposition that distills all your research and insights into a single idea that seeks to solve a problem. Make it short, surprising, and help your creative team to see ideas immediately.
Read our guide on writing creative briefs to master this skill.