Here is an example of a Creative Brief that I found compelling by PayPal: https://www.slideshare.net/aaga8/paypal-creative-brief

I like the format of this brief because of easy readability and clarity of the various sections. It is definitely…brief…and creative, both vital as we learned in the lecture. I like the clarity of their main message which is easily seen outlined in a box: “Receive money whenever, wherever.” I feel like this would definitely resinate with their target audience, which, in this case is 12-17 year olds.

My favorite part of this creative brief is the graphic towards the bottom of the page. It explains the how and why this audience would use PayPal, and is color coded, clear, organized, and creatively presented on the page in an engaging format.