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It defines the required components of the “sacred six” (goal, target audience, problem, insight, single minded proposition, and action) and optionally expands with project background, KPIs, measurements, reasons to believe, mandatories, outputs/channels, and brand personality. The template also provides guidance on common mistakes and includes example briefs with completed sections such as client details, objectives, insights, strategy, and action.","Creative Brief  \nPurpose: The creative brief is used to inform the concept that follows the marketing strategy. It comprises the “sacred six”: goal, target audience, problem, insight , single minded proposition, and action. If more context is needed, the creative brief can also contain project background, KPIs or measurements, reasons to believe, mandatories, outputs/channels, and brand personality.  \nThe creative brief should be succinct, insightful, and compelling. Common mistakes made with creative briefs include:  \n● Defi ning too many goals/objectives  \n● Confusing the end-user with the campaign target audience  \n● Addressing purely the business problem and not uncovering the human problem  \n● Not knowing the difference between an observation and an insight  \n● Not making the single minded proposition inspiring and truly singled minded (if it includes an “and” or a comma, it's not an SMP)  \n● Not clearly defi ning what the customer needs to do  \nType: Document , mandatory  \nFormat: Word doc/PDF  \nExternal/Internal: Internal, External Creative brief template example (next page)  \nEXAMPLE: Creative Brief  \n\n| Client: | Quaker Oatmeal | Date Issued: | 8/22/22 |\n| --- | --- | --- | --- |\n| Exhibit: | A | Doc Version: | v 1 |\n| Account Manager: | Lucy | Planner: | Taylor |\n\nGoal  \nWhat is the client business trying to achieve?  \nQuaker Oatmeal sales are going down because people aren’t taking time to eat breakfast or grab it on the go.  \nTarget Audience  \nWhat attributes bond this group of people together?  \nThe perpetually overbooked-mom running out the door sloshing coffee around, dad with a briefcase of papers spilling out , teenager hurriedly texting and dashing for the car.  \nProblem  \nWhat is stopping the audience from achieving the goal?  \nThey don’t have the time to do everything and feel that they need more hours in the day.  \nInsight  \nWhat could we tell them that would get them to look at the problem in a new light?  \nBut here’s the thing- It’s not a matter of time, but of energy.  \nSingle Minded Proposition (Strategy)  \nHow does the brand/product help use this insight to get around the problem?  \nShow that by eating Quaker Oatmeal, the perpetually overbooked will have more energy for the important stuff, and be happier.  \nAction  \nWhat do we want the consumers to think/feel/do to reach our goal? Eat Quaker Oatmeal to get energized  \nCreative Brief  \n\n| Client: | SDIC | Date Issued: | 8/22/22 |\n| --- | --- | --- | --- |\n| Exhibit: | A | Doc Version: | v 1 |\n| Account Manager: | Lucy | Planner: | Taylor |\n\nGoal  \nImprove the average perception of the Region’s Career Education programs among key audiences by reducing the consortium’s neutral score (48%) .  \nTarget Audience  \nFuture Adverse. The desire to fi nd where they belong in the future of work, worried about economic uncertainty and how they prove themselves against what’s to come.  \nLINK TO PERSONAS  \nProblem  \nEverything feels temporary (waiting for the shoe to drop)  \nInsight  \nHere’s the thing about temporary, it reminds you of what is permanent.  \nSingle Minded Proposition (Strategy)  \nShow that Career Education is built to last.  \n● Prospective students: Careers that are built to last.  \n● Parents/caretakers: Curriculum and programs that are built to last.  \n● High school counselors: Education that is built to last.  \n● Employers: Talent pipelines/partnerships that are built to last.  \nAction  \nExplore what lasts.","cbCaim7mqez7c7ho","https://ap.wps.com/l/cbCaim7mqez7c7ho","pdf",38253,3,"English","en",105,"# Creative Brief Template\n## Purpose and Structure\n## Common Mistakes\n## Example Briefs\n## Section-by-Section Fields","[{\"question\":\"What are the “sacred six” components in a creative brief?\",\"answer\":\"They are goal, target audience, problem, insight, single minded proposition, and action.\"},{\"question\":\"Why is the creative brief supposed to be succinct?\",\"answer\":\"It must clearly and compellingly communicate the core idea without overloading the document with too many goals or unnecessary complexity.\"},{\"question\":\"What is the difference between an observation and an insight?\",\"answer\":\"An observation states what is happening, while an insight reframes the issue in a new light that helps the audience respond differently.\"}]","Creative Brief - Internal Template | PDF",1789213561,{"code":4,"msg":75,"data":76},"ok",{"site_id":69,"language":68,"slug":77,"title":59,"keywords":78,"description":60,"schema_data":79,"social_meta":134,"head_meta":136,"extra_data":138,"updated_unix":139},"creative-brief-internal-template","",{"@graph":80,"@context":133},[81,96,116],{"@type":82,"itemListElement":83},"BreadcrumbList",[84,88,91,93],{"item":85,"name":86,"@type":87,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":89,"name":10,"@type":87,"position":90},"https://docshare.wps.com/template/",2,{"item":92,"name":11,"@type":87,"position":66},"https://docshare.wps.com/template/presentations/",{"item":94,"name":59,"@type":87,"position":95},"https://docshare.wps.com/template/creative-brief-internal-template/244187/",4,{"url":94,"name":59,"@type":97,"image":98,"author":103,"headline":59,"publisher":105,"fileFormat":108,"inLanguage":68,"description":60,"dateModified":109,"datePublished":110,"encodingFormat":108,"isAccessibleForFree":111,"interactionStatistic":112},"DigitalDocument",{"url":99,"@type":100,"width":101,"height":102},"https://docshare.wps.com/thumbnails/creative-brief-internal-template/244187.png","ImageObject",442,249,{"name":57,"@type":104},"Person",{"url":85,"name":106,"@type":107},"DocShare","Organization","application/pdf","2026-10-20","2026-09-12",true,{"@type":113,"interactionType":114,"userInteractionCount":20},"InteractionCounter",{"@type":115},"ViewAction",{"@type":117,"mainEntity":118},"FAQPage",[119,125,129],{"name":120,"@type":121,"acceptedAnswer":122},"What are the “sacred six” components in a creative brief?","Question",{"text":123,"@type":124},"They are goal, target audience, problem, insight, single minded proposition, and action.","Answer",{"name":126,"@type":121,"acceptedAnswer":127},"Why is the creative brief supposed to be succinct?",{"text":128,"@type":124},"It must clearly and compellingly communicate the core idea without overloading the document with too many goals or unnecessary complexity.",{"name":130,"@type":121,"acceptedAnswer":131},"What is the difference between an observation and an insight?",{"text":132,"@type":124},"An observation states what is happening, while an insight reframes the issue in a new light that helps the audience respond differently.","https://schema.org",{"og:url":94,"og:type":135,"og:title":59,"og:site_name":106,"og:description":60},"article",{"robots":137,"canonical":94},"index,follow",{"doc_id":55,"site_id":69},1791082282]