Hello
A basic creative brief always includes the purpose of the ad as well as the profile of the target audience. The purpose of the ad refers to the desired reaction of the target audience. How should the ad make them feel? What should the ad make them do? As detailed profile as possible of the target audience is also included in the creative brief — not just age and sex, but attitudes and behaviors of this target group if possible.

The creative brief may also contain the background of the client and/or ad campaign, if relevant to the project. Some agencies, especially larger ones, have formal forms that accompany each creative brief. The necessary information may include the name and signature of the creative director or other employee who wrote and/or approved the brief. The client's contact information is also usually on the brief so that the creative team can communicate with the client about the ad if necessary.

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