ad-creative-brieflisted

# Creative Brief Write a performance-marketing creative brief: a per-concept test specification, not a brand brief with metrics bolted on. The classic agency brief centers on a single-minded proposition, is written once per campaign, and stays deliberately loose so it can inspire. The performance brief replaces that proposition with a **falsifiable creative hypothesis**, is written per concept per sprint, and is prescriptive about hooks, specs and decision thresholds because dozens of variants ship each cycle. The stakes are documented. The BetterBriefs Project (IPA, 1,700+ marketers and agency staff, 70+ countries) found respondents estimate ~33% of marketing budget is wasted through poor briefing, and that 80% of marketers think they write good briefs while only 10% of agencies agree. Agencies name the gaps as focus (83%), clarity (79%) and inspiration (65%). One honesty check frames everything else. Motion's 2026 analysis of $1.29B in Meta spend across 578,750 creatives found roughly 5% of creatives become winners - a hit rate no brief can repeal. So the brief's job is not to promise a winner; it is to maximise the quality, cleanliness and diversity of every at-bat. This skill ends at the approved brief document, and never produces final creative. Writing the finished ad copy belongs to `mbfinotti/advertising-skills@ad-copy-variants`; the shot-by-shot creator script - spoken lines, shot list - belongs to `mbfinotti/advertising-skills@ugc-ad-scripts`. This brief writes