An initial document that outlines the objectives of an advertising campaign, creative plan, media plan, research plan or any important element thereof, sometime overlapping or synonymous with creative strategy (See “Creative Strategy”). The document is used as a guide to inspire ideas and inform plan development. Briefs may include a background summary, statement of specific goals, identification of relevant audiences, assessment of the competition and/or guidelines for execution (see also “Creative Brief” and “Research Brief”).
