A creative brief is an elaboration of the positioning statement and includes such items as

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A creative brief typically includes key brand benefits as a way to inform the creative team about what the brand stands for and what message needs to be conveyed in the advertising campaign. Media vehicles, budget, and instructions for production are typically included in separate documents. The specific actors to be used in a commercial are not usually determined until later in the production process.

A Creative Brief Is an Elaboration of the Positioning Statement