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Templates · Marketing

Free Creative Brief Template (Google Sheets, Excel, PDF)

A creative brief template gives designers, writers and agencies everything they need to do great work first time: the objective, audience, single key message, tone, deliverables, mandatories, budget and deadlines.

Written byProject management editorial team
  • Published
  • Google Sheets · Excel · PDF
creative brief template

Free download · no sign-up

Get the creative brief template

Pick your level and format: Google Sheets, Excel or a print-ready PDF. Spreadsheets include dropdowns, formulas and sample rows you can overwrite.

Beginner

Essential columns only, one tab. Quick to fill in.

1 tab · 3 columns

GSheetsXExcelPPDF
AdvancedMost popular

The full template with every tab, dropdowns and formulas.

1 tab · 3 columns

GSheetsXExcelPPDF
Expert

Adds instructions and revision history.

1 data tab + instructions and revision history

GSheetsXExcelPPDF

Creative Brief Template preview

Creative brief
SectionPromptYour answer
Project nameSpring launch campaign
BackgroundWhat's happening and why now?
ObjectiveWhat should this work achieve?500 qualified leads
Target audienceWho are we talking to? What do they think now?Operations managers at mid-size firms
Single key messageThe one thing they should remember.
Reasons to believeProof points.

Sample rows are examples: replace them with your own.

What's included

  • 12 prompts from objective to approval, with examples
  • Creative brief: Section, Prompt, Your answer

How to use the creative brief template

  1. Write the objective and audience first.
  2. Distil the single key message and supporting proof.
  3. List deliverables, formats and mandatories.
  4. Add budget, timeline, review dates and the approver.
  5. Brief the team in person and invite questions.

Tips for getting the most from it

  • One message per brief.
  • Describe what the audience thinks now and what you want them to think.
  • Include examples of what you like and dislike.
  • Agree review rounds up front.

Learn more

Frequently asked questions

What is a creative brief template?

A creative brief template is a short document that tells creative teams the objective, audience, message, tone, deliverables and constraints for a piece of work.

Is this creative brief template free?

Yes. The creative brief template is free in Google Sheets, Excel and PDF.

What should a creative brief template include?

Background, objective, audience, single key message, proof, tone, deliverables, mandatories, budget, timeline and approver.

How long should a creative brief template be?

One page; if it is longer, the message is probably not clear.

Who writes the creative brief template?

The marketer or account manager requesting the work, agreed with the creative lead.

What is the difference between a creative brief template and a project brief template?

A creative brief focuses on message and creative direction; a project brief covers the whole project.

Can I use the creative brief template for an agency?

Yes. Agencies use a creative brief template to align with clients before starting work.

Can I use the creative brief template for video or design requests?

Yes. Add formats, lengths and sizes in the deliverables section.

How does a creative brief template reduce revisions?

Clear objectives, messages and mandatories mean fewer rounds of feedback.

Can I download the creative brief template as a PDF?

Yes. Use the PDF button for a printable creative brief template.

What is the difference between the beginner, advanced and expert creative brief template?

The beginner creative brief template keeps only the essential columns on one tab; the advanced version is the full template with every tab, dropdown and formula; the expert version adds instructions and revision history.