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

Production brief

ELI5

A document describing scripts, deliverables, schedule, budget guidance and production requirements for bidding or execution.

Used in conversation

“Let’s check the production brief against the brief before we circulate it.”

Pitch context

You may hear this during a commercial brief, treatment, bid, award or pre-production process.

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

Connected terms

  • Client briefA client brief states the advertiser’s need; a production brief translates the approved creative into execution requirements.
When the words have to travel

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Sources & evidence · 6

Direct term-level sources and supporting source families.