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Dictionary by pitch.dog
Brief, strategy & proposition · Core

Client brief

Also called: brand brief

ELI5

The brand’s starting instructions about the problem, audience, message, limits and desired outcome.

Used in conversation

“Let’s confirm the client brief before the director starts the next treatment draft.”

Definition

The advertiser’s statement of the business or communication problem, audience, objective and constraints.

Here “Client brief” means: The advertiser’s statement of the business or communication problem, audience, objective and constraints.

Pitch context

You may encounter “Client brief” in advertising & director treatments conversations or materials.

Why it matters: Helps interpret the brief, director treatment, bid, award, production process and campaign deliverables.

Connected terms

  • Production briefA client brief states the advertiser’s need; a production brief translates the approved creative into execution requirements.
  • Agency briefA common commercial treatment and award sequence.
  • Creative briefComputed from definition language and shared taxonomy. This indicates proximity, not synonymy.
When the words have to travel

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Sources & evidence · 4

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.