The Ogilvy Advertising Creative Brief

**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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