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.