A creative brief is an essential document for businesses and agencies that work on any creative projects. It is used to describe every aspect of a creative campaign or project so that the people working on it know exactly what is expected. Creative briefs can be put together by the a client requesting a creative service or campaign, or by the team or agency that is providing a creative service. But it is usually a collaborative effort, since input from the decision makers is essential for making sure their vision is included. It is then distributed to the creative team who is tasked with actually executing the campaign. This can either be an in-house team of creatives or an outside agency. Creative briefs should include a brand statement, an overview of the campaign and its goals, the target audience you’re trying to reach, key messaging points and the channels you’ll use to spread those messages. They should also have basic details about the project, like deadlines and contact information of all the necessary parties. Overall, the document should be kept fairly simple and is often just one or two pages long.