A good creative brief outlines the essential elements of the communication activity. The preparation of a creative brief works best as part of collaborative process, between the creative team / external suppliers and the initiators of the communication exercise. The creative brief captures the aims and objectives of the communication activity, but also any significant details, influences and reference points that bear upon the final design and outcome. The creative brief is the single most important document for any creative team as it includes the essential information to steer their project.