Your Creative Brief should include the following: >> Background: Any business updates, how sales are doing, reason for the campaign, competitive information, research to share, etc. "> What would be the communication objective of this ad (What business goals are they trying to achieve?) >> Target profile (be comprehensive - demo, geo, psychographic, behavioural. Could have a primary and secondary target market) >> FAB (Feature, Advantage, Benefit) )> Define key benefit (USP) >) Positioning Statement >) Brand Personality >> Any customer insight - how, when and why customer uses product, how it makes them feel >> Consumer take-away - the key message that you want the audience to take away