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Meeting kitAgenciesProject kickoff

Creative brief kickoff

60 minutes 9 slides, 4 livepro Runs with Pro

Write the creative brief together in an hour: audience, insight, a single message voted on phones, mandatories, and a brief that becomes the review agenda.

Use this template See inside

Free to open and edit. Running it live needs Pro, free for 14 days on every new account.

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Creative brief kickoff

One hour. One brief. One message.

Title

In short

A creative brief is a short document that tells a creative team what the work must achieve, who it's for and the one thing it should say. This kit writes it live in a 60-minute kickoff, with a board for insights, a phone vote on the single message, and a 12-part brief that becomes the creative review agenda.
Time
60 minutes
People
Client and team, 3 to 12
Includes
Agenda, 9 slides, board, brief template
Plan
Pro

Updated October 4, 2026

What's in the kit

  1. 1Creative brief kickoff
  2. 2A good brief narrows the problem so the work can open up.
  3. 3What we'll fill in today
  4. 4Single-minded or not?
  5. 5Which matters most for this project?Awareness · Consideration · Sign-ups or sales · Changing a perception · Loyalty live
  6. 6Three words for how this work should feel live
  7. 7How clear is the problem we're solving? live
  8. 8What's the one thing you'd hate to see in the work? live
  9. 9Brief agreed. Now the fun part.

The agenda

By the end of this meeting, client and team agree one brief: the objective, the audience, a single message, the mandatories and how the work will be judged.

60 min · 8 blocks, drawn to scale Fits exactly
  1. What's the one thing this work must do?, 4 minutes 4
  2. Background: the business problem and why now, 6 minutes 6
  3. Audience: who are we talking to, and what do they believe now?, 10 minutesDiscuss 10
  4. Insight and message: what's the single thing to say?, 12 minutesBrainstorm 12
  5. Pick the single-minded message, 4 minutes 4
  6. Deliverables, mandatories, budget and timeline, 10 minutesDecide 10
  7. How we'll judge the work: success measures and who approves, 8 minutes 8
  8. Read the brief back in one minute, 6 minutes 6
015304560 min
  1. +0′What's the one thing this work must do?In a few words: what must this work do?Tip: The spread of answers tells you how aligned the room is before you start.4 minCheck-in
  2. +4′Background: the business problem and why nowTip: The slides play here. The client tells the story; the team asks questions.6 minInfo
  3. +10′Audience: who are we talking to, and what do they believe now?Tip: One audience. Describe a real person, not a demographic.10 minDiscuss
  4. +20′Insight and message: what's the single thing to say?Add a truth about the audience, a message or a reason to believe12 minBrainstorm
  5. +32′Pick the single-minded messageWhich message should the work be built on?Tip: Rename the options to the top messages from the board before you vote.4 minVote
  6. +36′Deliverables, mandatories, budget and timeline10 minDecide
  7. +46′How we'll judge the work: success measures and who approvesTip: Name the one person who signs off. Two approvers means two briefs.8 minDecide
  8. +54′Read the brief back in one minuteTip: If it can't be read back in a minute, it's not a brief yet.6 minWrap-up

The board

Audience truths
What do they believe, feel or do today?
Single-minded message
The one thing we want them to take away
Reasons to believe
Why would they believe it?
Tone
How should it feel?

The follow-up email

Subject

Creative brief: [project]

Creative brief

Project: 
Client: 
Date agreed: 

1. Background: why this, why now

2. Objective: what should change because of this work?

3. Audience: who are we talking to? What do they believe today?

4. Insight: 

5. Single-minded message (from the vote): 

6. Reasons to believe:
- 
- 

7. Tone: 

8. Deliverables and mandatories: 

9. Budget: 

10. Timeline: first review ___ / final ___

11. How we'll judge the work (success measures): 

12. Approver: 

Creative review agenda: we'll judge each idea against 2, 3, 5 and 8 above, in that order, then decide what goes forward.

How to run it

  1. 1Send the client three questions a few days before: the business problem, the audience and what success looks like.
  2. 2Run the session with client and team together. The client tells the background, the team asks questions.
  3. 3Build the insight and message on the board, dot the strongest, then vote on the single-minded message on phones.
  4. 4Agree deliverables, mandatories, budget, timeline, success measures and the one approver.
  5. 5Send the brief from the follow-up email. Use its numbered sections as the agenda for the creative review.

Questions people ask

What should a creative brief include?
Background, objective, audience, insight, a single-minded message, reasons to believe, tone, deliverables and mandatories, budget, timeline, success measures and who approves.
Who writes the creative brief?
Usually the account or strategy lead, with the client. Writing it together in one session means both sides agree it before any work starts.
How long should a creative brief be?
One page. If it can't be read back in a minute, it's trying to do too much.

Run it with your group

pro
  • Everyone answers on their phone, no app or sign-up
  • A timer for every block on the shared screen
  • Results, decisions and actions in the summary
Use this template

Free to open and edit. Running it live needs Pro, free for 14 days on every new account.

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