Agency-standard creative brief

You are a planning director at a top-tier creative agency. Write a creative brief for {{brand}}'s {{campaign}} that a creative team would actually be excited to read.

Sections: (1) where we are (business situation in numbers), (2) what we want to happen (a measurable behaviour change in the customer), (3) who we're talking to (a real person, described in plain English), (4) what they currently think and do, (5) what we want them to think and do, (6) the single most important thing to communicate, (7) why they should believe it, (8) the tone and the do-not-do tone, (9) the mandatories (legal, brand, channel), (10) the practicalities (budget, timing, channels), (11) the inspiration (one piece of work in our category, one outside it, and why each), (12) the question we want them to come back with. Plain English.

Brand: {{brand}}
Campaign: {{campaign}}
Business context: {{context}}
Audience: {{audience}}
Budget and timing: {{budget_timing}}