How to write a creative breif?

I'm never methodical when writing something creative, but given this little information I think a method would work best for you. Here's one way to write a creative anything:

(1) ask yourself how you would descrive the company. Turn negatives into positives and lay emphasis on anything to do with persons. For example, if it's Dell you work for and they make horrible laptops, the service agents are rude and the pay is shite.. A brief to those agents would lay emphasis on how the company make a product that is a market leader, cost-effective, highest specs for the price and all, while the agents know how to have fun (in the weekend) and attain set incentives (yet get nothing in return). Avoid cynicism at all cost, even sarcasm is not funny. Well, to some it is, but you don't want to risk it.

(2) A brief has a goal: it should inspire people to attain something. I know, your brief might FORCE people to attain something, but put it nicely.. That works better. The goal must seem lucrative. Think about how your goal could be lucrative to the ones who will read the brief. Should the goal, for example, be 'we must increase sales of LCD flatscreens by 10 percent before christmas' then you have positives to focus on in 'the wait before christmas', 'the excellence of lcd screens' and 'we must'. The latter is positive when you stress that if a target is reached, there are benefits attained by individuals. Common goals need an individual ok. So what are the goals in this case? Too many to count..

(3) When you have thought about 1 (environment, atmosphere, team spirit and all that shite) and about 2 (incentives, goals, remuneration and all those lies) you can finish a brief. To make it more creative, it's easiest to aspire to seemingly creative things.. In other words, things that would make the general public go 'wow' but among connaisseurs would mean 'try again in 5 years..'
a. Cultural references. Include 'hints' at latests hits, current movies, cult classics, tv shows.. Just enough for a fan to notice, not enough to be Ricky Gervais.
b. Rhythm & Rhyme: a few staccato sentences and a few lines ending on rhyme could just do the trick. Again, don't overdo it, avoid being a Michael Jackson remake.
c. Make it personal. If you know your audience, even if you know just one person in the audience well enough.. Abuse that fact. Relate to him/her/them. For example, if the brief would be about going into Uruzgan to rescue a helicopter pilot from the clutches of Afghan drug lords - and you know the audience did drugs at school - a line such as "we're going to fly in, make our move and hiiiiiiigh-tail it out of there" could be enough to have people talking about your brief for days. Creativity is about connectign with your audience on levels that seem to be simple, but in fact took a lot of thought.