Now that we have detailed each of these points, there is one thing to always keep in mind when putting together a creative brief. It is important to create a balance between there being enough information for clear guidance and providing so much information that the creative people working on the assignment are placed in the position of working out their own communication priorities from the information provided. Generally speaking, there are two areas where it is hard to give too much information – target market and support for the benefit claim. But for the rest, keep it to the bare essentials. There is a reason it is called a creative brief. It should be complete on one page (an example is shown in Figure 12.7 ). If more detail is desired, creatives should be referred to the marketing plan and results of the strategic planning process.