A creative brief should identify which elements?

• A. Budget only
• B. Target audience only
• C. Channel mix only
• D. Campaign strategy, execution, deliverables, and responsible parties

Answer: (D)

A creative brief works as the blueprint for a campaign, laying out what to achieve and how the work will be guided. It should specify the campaign strategy, the plan for how the work will be executed, the deliverables that will be produced, and who is responsible for each part. This combination ensures everyone involved shares the same direction, timing, and ownership, so the creative work stays aligned with goals. Budget, audience, or channels alone don’t provide the full scope or accountability needed to run a cohesive campaign; they are important inputs, but a brief needs the broader guidance on strategy, execution, outputs, and roles to be truly effective.