What is the function of a creative brief in advertising?

The function of a creative brief in advertising is to serve as a guide for the creative team. It outlines the project's key objectives, target audience, messaging, and desired outcomes, providing a clear direction for the creative process. The creative brief acts as a reference point that helps ensure everyone involved in the project—copywriters, designers, and strategists—understands the goals and parameters of the campaign. This alignment fosters creativity that is focused and relevant, ultimately leading to more effective advertising outcomes. The brief also aids in maintaining consistency across different media and touchpoints, thereby reinforcing the brand message.

In contrast to the other options, a creative brief does not primarily limit the scope of the project, evaluate past performances, or determine advertising regulations; rather, it is about setting a constructive framework for creativity to flourish within defined objectives. By facilitating clarity and focus, it enhances the overall effectiveness of the advertising campaign.