The traditional advertising creative brief has a history dating back to when it was first used in 1863.
That same year, President Lincoln was asked to speak at the dedication of the new Soldier’s National Cemetery in Gettysburg, Pennsylvania. This unprecedented human tragedy and the product of a war Mr. Lincoln had to justify would serve as the backdrop for his speech.
To prepare Mr. Lincoln for this challenge, a staffer developed an outline of what needed to be said. This first-of-its-kind outline was named ”the creative brief” because it provided ”a focused structure that the President could use for inspiration.” It read:
THE CREATIVE BRIEF FOR THE GETTYSBURG ADDRESS