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Performance creative brief
One page that connects business goal, audience insight, test plan and deliverables.
LiveOwner Maya Chen· Updated Aug 20, 2026· 90% adoption
01Required fields
- Business objective and primary KPI.
- Audience and the insight we're acting on.
- What we already know (links to learnings).
- Hypotheses to test, ranked.
- Deliverables matrix: platform × format × length × versions.
02Before kickoff
- Media lead signs off on KPI and test design.
- Producer confirms the asset count fits the SOW tier. If it doesn't, raise a change order before work starts.