Creative Brief for Copywriting page 1 of 6
Creative Brief for Copywriting
Provided courtesy of www.GrowthPanel.com
Each time you launch a new creative project – a marketing campaign, a printed piece, a logo, etc. – you
should develop a creative brief to guide your designer and/or copywriter. Make sure to schedule a meeting
to go through the brief with your designer/writer so that you can clarify and respond to questions as needed.
[Vendor Selection can help.]
DATE DUE (FROM
Creative brief review meeting
Final copy complete
PROJECT OVERVIEW & GOALS
Describe the project and what you want it to achieve. Be specific and include quantitative goals (i.e.,
number of responses, number of new customers, etc.)
Creative Brief for Copywriting page 2 of 6
Measurement: How will you measure your success on the project? (If it’s a campaign, identify how you will
track and measure your responses.)
BACKGROUND + BRANDING
If your team hasn’t worked on many creative projects with you, or if they just need a refresher, complete the section
below and rephrase the titles so that it speaks to the design firm – otherwise, just delete it.
Briefly describe the product or service.
Who are your primary competitors?
Explain your value proposition
What’s the one word your brand stands for?
What are the physical traits/characteristics of your brand?
Creative Brief for Copywriting page 3 of 6
What is your brand positioning statement?
What is your slogan?