The best way for you to create a successful ad is by using a simple but effective tool like the creative brief. A proper brief will help you plan your campaign and know what kind of work is required. And by clearly stating your objectives and providing guidance on the target market and competition, this document will also assist in getting buy-in from decision-makers who may not be as familiar with advertising terms as your team.

Whether you're a small startup or an established brand, understanding your category is critical to your success. The more you understand the rules and conventions of your industry, the better you can establish yourself in that market and reach your customers with targeted solutions. On the other hand, if you ignore this vital step in your company's growth, then there are many pitfalls that could lead to failure—such as failing to identify your competition and not understanding how consumers perceive products within their unique category.