Creative briefs are documents marketers and agencies use to convey the strategies of creative projects. However, inspired creative briefs do a lot more, outlining project purposes, specific requirements, goals, messaging, demographics, and other important information.
Creative briefs usually develop in the initiation phase of the project. However, it is imperative for the creative team to understand the project from the get-go. Therefore, it should be presented to clients and key stakeholders as early as possible. However, there is no point in including all the relevant information if the structure of the brief means that no one reads it.