The goal is to show that you are thoughtful in your design execution. You should demonstrate that you understand the importance of asking questions and exploring all facets of a client's project and deliverables before you start to work on it.

Focus your answer on your experience using creative briefs and why you view them as beneficial. If possible, try to include any examples of how creative briefs have influenced project outcomes for you in the past. If you don't have any good examples, share your philosophy on the value pf creative briefs.

Unless I'm being asked to do a quick revision on something, I always start off a project with a creative brief. I think taking the time to explore all of the facets of a project is critical to the outcome. You have to understand your client's goals, their intended audience, the deliverable's tone of voice and what the client wants their audience to do after interacting with the deliverable. Projects change midstream or the scope shifts. The creative brief keeps you grounded on the original intent of the work.