Thoughts on writing the creative brief: Target audience
Isn't this just basic information here? The place where you describe who we're talking to?
Cold sufferers. You know how you feel when you've got a cold—that pathetic little inner-child of yours suddenly wakes up and, before you know it, you're moaning & whining, you've gone all whiney & wimpy, all snivel, snot & slovenly; red raw puffy eyes, pale skin, lank hair—everything seems to be sagging! You feel like something from a Salvador Dali painting; you want to snuggle up in bed and dammit—you want your Mummy! But it's not fair, is it, because no one else takes your suffering seriously—"Good God, pull yourself together, man, we're not talking leprosy here! Don't be such a baby, get on with it, stop moaning!"
Yes, your instincts tell you to be a child, but you're not allowed to because you've "only" (only!) got a cold. And worse still—oh, the cruel irony!—even your attempts to retain your adulthood in the midst of your suffering betrays that sniveling little inner–child of yours: "oh don't worry about me, I'll be all right...", "...no, no, please, I don't want to sound like a martyr...", "...well, I'm feeling a little better now, thank you..."
I'm sorry, but when you've got a cold you're doomed to be a Child–Adult.
Okay, I admit, this is more, a lot more, than a mere "target audience" box filled in with stats. You get insights into the psyche of someone with a cold (probably you; me, too, because we all act like this when we get a cold, if we can get away with it).