I've seen hundreds of creative briefs in my 15+ years in marketing. Most of them are either completely useless or actively harmful to the creative process. They're either so vague that designers and copywriters are left guessing, or so prescriptive that all creativity is strangled before it begins. But when done right, a creative brief is magic. It's the difference between a $2 million campaign that delivers $8 million in revenue and a $2 million campaign that generates mediocre results and endless revisions. After managing millions in ad spend and hundreds of campaigns across industries, I've learned which elements actually predict campaign success and which are just noise. Let me walk you through a real creative brief from a campaign I led that generated just over $2 million in tracked revenue with a $350K investment, a 5.7x ROAS. I'll show you exactly what went into the brief, why each element mattered, and how you can apply these principles to your own campaigns.