The Ogilvy Advertising Creative Brief
The classic DO Brief used by Ogilvy. A rigorous framework that provides creative teams with 'liberating constraints' to do their best work.
📋 Template
**1. Why is this brief here? (The Business Problem)** [What keeps the client awake at night? What specific business measurable are we trying to move? e.g., We are losing market share to X competitor.] **2. Who do we need to influence? (Target Audience)** [Beyond demographics. How do they currently think, feel, and behave regarding this category or product?] **3. What do we need them to DO? (Desired Behavior)** [What specific, measurable action should they take after seeing this communication?] **4. What do we need to convey? (The Single-Minded Proposition)** [ONE sentence. The core essence of the message. If they remember only one thing, it must be this.] **5. Why should they believe it? (Reasons to Believe / RTB)** [The factual proof points that support the Single-Minded Proposition.] **6. Brand Voice & Tone** [How should the brand sound? e.g., Confident but not arrogant, helpful, slightly rebellious.] **7. Mandatories & Practicalities** * **Deliverables:** [e.g., 3x 15s video ads, 5x social statics] * **Budget:** [$X] * **Timeline:** [Dates for concepts, review, final delivery] * **Must Includes:** [e.g., Legal disclaimer, specific logo size]
💡 Pro Tip
David Ogilvy famously said, 'Give me the freedom of a tight brief.' The Single-Minded Proposition must truly be single-minded. If it uses 'and', it's usually two propositions.
📌 When to Use This Template
Ad Campaigns, Agency Client Work
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