This needs to be a complete description of the task involved.
2. Background on product/company.
So it’s important that the creative is given “too much” background information on the client and the product or service.
3. Audience description
The fastest way to undermine the ability of a creative to do a good job is to deprive him or her of a crystal clear image of the target audience. The creative needs to feel an intimate understanding of what the audience wants, needs and desires.
4. Principal purpose of the communication
Again, this is extremely important. Many a well-done piece of communication media has failed to deliver, simply because the creativewas never given a clear view of what that “deliverable” really was.
Great creative work cannot be done in an hour. The assimilation of background information, a growing understanding of the audience at the individual level and the process of creating itself takes time