ad-creative-brief

Creative Brief Write a performance-marketing creative brief: a per-concept test specification, not a brand brief with metrics bolted on. The classic agency brief centers on a single-minded proposition, is written once per campaign, and stays deliberately loose so it can inspire. The performance brief replaces that proposition with a falsifiable creative hypothesis , is written per concept per sprint, and is prescriptive about hooks, specs and decision thresholds because dozens of variants ship each cycle. The stakes are documented. The BetterBriefs Project (IPA, 1,700+ marketers and agency staff, 70+ countries) found respondents estimate ~33% of marketing budget is wasted through poor briefing, and that 80% of marketers think they write good briefs while only 10% of agencies agree. Agencies name the gaps as focus (83%), clarity (79%) and inspiration (65%). One honesty check frames everything else. Motion's 2026 analysis of $1.29B in Meta spend across 578,750 creatives found roughly 5% of creatives become winners - a hit rate no brief can repeal. So the brief's job is not to promise a winner; it is to maximise the quality, cleanliness and diversity of every at-bat. This skill ends at the approved brief document, and never produces final creative. Writing the finished ad copy belongs to mbfinotti/advertising-skills@ad-copy-variants ; the shot-by-shot creator script - spoken lines, shot list - belongs to mbfinotti/advertising-skills@ugc-ad-scripts . This brief writes hook direction , never hook scripts; that line is the boundary. Hand off elsewhere too: scoring an existing video opening to mbfinotti/advertising-skills@ad-hook-analyzer , deciding a running ad is worn out to mbfinotti/advertising-skills@ad-creative-fatigue , sample-sizing and structuring the test itself to mbfinotti/advertising-skills@ad-creative-test-plan , and the targeting plan to mbfinotti/advertising-skills@ad-audience-targeting . Interview Ask before drafting anything. One question per message; offer multiple-choice answers where possible; skip anything already answered or visible in supplied material. Show more Installs 1.3K Repository mbfinotti/adver…g-skills First Seen 13 days ago Security Audits Gen Agent Trust Hub Pass Socket Pass Snyk Pass