Creative brief

If this happens, team members can refer back to this mutually agreed upon document to see where the divergence began.

[2] Within an advertising agency environment, it is typically the responsibility of the account manager to ensure that the creative execution is "on-brief".

They know which questions (and answers) are of paramount importance to them in order to deliver a high-quality creative execution.

[4] In the past, creative briefs were redacted and included graphics, charts, newspapers scraps or illustrations and photos.

and inspirational elements refer to tone of voice, feeling of the advertisement.

Creative Brief, german