Creative cloud, from Inkhead.
Keep your brief simple – don't use lots of jargon. Both your client and your creative team need the brief to be clear and concise.
Use a template – such as that outlined above. By sticking to a known formula you'll quickly develop a method for producing effective briefs.
Work with the client – use their input to generate the brief – don't just write it and get them to approve it. The process of writing the creative brief helps to client to solidify their own ideas.
Refer to the brief – when you've created the brief, it should be the central focus of the project. Don't just toss it aside and do your own thing – a good brief enables your team to be creative within certain parameters.
Control the strategy, and give the creative freedom – not the other way around!
Think long term – help the client to understand how their project has to impact their long-term business goals.
Keep it simple! I can't stress this enough. Focus on a single, simple brand message and how to get that message across in an effective way.
An effective creative brief allows an agency to start work on a client project with clear parameters within which to work their creative magic. The process of writing the brief also helps the client to solidify exactly what they want done and the results they want to see. The simpler the process of formulating the creative brief, the easier it is for you, as the agency, to do your job.