CREATIVE BRIEF - Agency creative brief template - free to use and adapt

Sep 12, 2026

Upload by Jake

Agency creative brief template designed to capture essential marketing and campaign planning details in a structured, AI-ready format. It includes project basics (name, client, brand, version, project type), background and context, a single clear objective with success metrics, target audience framing, the core key message plus supporting messages, tone and voice guidance, deliverables with specs and due dates, and a formal approvals and sign-off section with signatures and approval date.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages3

Reading Time1 min

AccessFree to download

01 Project Details

02 Background & Context

03 Objective

04 Target Audience

05 Key Message

06 Tone & Voice

07 Deliverables & Specs

08 Approvals & Sign-off

CREATIVE BRIEF Agency creative brief template — free to use and adapt [getsagely.co](getsagely.co) 􀀀 AI READY 01 Project Details PROJECT NAME CLIENT | | | | | --- | --- | --- | | BRAND | DATE | | | | | | VERSION PROJECT TYPE INTERNAL REFERENCE | e .g . v1 .0 | Campaign / Brand / Ad / Video / | | | --- | --- | --- | 02 Background & Context BUSINESS SITUATION — What has prompted this project? e .g . Product relaunch, new market entry, seasonal campaign, brand refresh RELEVANT HISTORY — What has been tried before? What worked or didn't? e .g . Previous campaign results, brand guidelines, constraints 03 Objective WHAT DOES THIS PROJECT NEED TO ACHIEVE? One clear objective. If you have three, choose the most important. SUCCESS METRIC TARGET RESULT | How will you measure success? | e .g . 500 leads, 10% CTR, 25% brand recall lift | | --- | --- | 04 Target Audience WHO ARE WE TALKING TO? (Demographics / Psychographics / Job role) e .g . Marketing managers at 20–200 person B2B companies, frustrated with tool sprawl Creative Brief Template • [getsagely.co](getsagely.co) • Free to use and adapt WHAT DO THEY CURRENTLY THINK? WHAT DO WE WANT THEM TO THINK / FEEL / DO? | Current perception or awareness level | Desired shift after seeing the creative | | --- | --- | 05 Key Message THE SINGLE MOST IMPORTANT THING THE AUDIENCE SHOULD TAKE AWAY One sentence . If you can't say it in one sentence, it's not ready yet . SUPPORTING MESSAGES 1. 2. 3. 06 Tone & Voice TONE DESCRIPTORS — tick all that apply Bold Professional Warm Authoritative Playful Minimal ADDITIONAL TONE NOTES (optional) e .g . Avoid jargon, use active voice, informal register BRAND DO'S BRAND DON'TS | 1. | 1. | | --- | --- | 07 Deliverables & Specs | DELIVERABLE | FORMAT | SIZE / SPECS | QTY | DUE DATE | | --- | --- | --- | --- | --- | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | | Creative Brief Template • [getsagely.co](getsagely.co) • Free to use and adapt 08 Approvals & Sign-off CREATIVE DIRECTOR ACCOUNT MANAGER CLIENT | Print name | Print name | Print name | | --- | --- | --- | SIGNATURE SIGNATURE SIGNATURE | Name + signature | Name + signature | Name + signature | | --- | --- | --- | DATE APPROVED DD / MM / YYYY Generated by [getsagely.co](getsagely.co) • Free creative brief template • Adapt for your agency Creative Brief Template • [getsagely.co](getsagely.co) • Free to use and adapt

FAQs

What information does the creative brief template ask for in the Project Details section?

It collects project name, client, brand, date, version, and project type, plus an internal reference field.

How should the objective and success metrics be defined in this template?

It calls for one clear objective and a target result, along with how success will be measured (e.g., leads, CTR, or brand recall lift).

What does the template include for approvals and sign-off?

It provides fields for roles such as creative director, account manager, and client, including printed names, signatures, and an approved date.

Sep 12, 2026

Upload by Jake