While preparing a creative brief, we oftentend to confuse communication message(SMM) with communication proposal. Bothmay lead us to the description of the samework but respondents are different.
Communication message is the essence of thecommunication activity to be taken byconsumer, where the benefit of the product isoffered. It’s simple and direct.Communication proposal is the platform wherethe benefit and consumer insight meet in asmart way and to deliver to creatives. It’ssupposed to be ignitor of the creative ideas forthe solution
Have more to talk about London. Top Destinos. Your luxury tourism magazine. AlmapBBDO, São Paulo, Brazil
The Message The Proposal What consumer takes. What you deliver to creatives. Single Minded Insight added: «Tourism is kinda show off» You will have muchmore ideas about top Still clichés? destinations
Don’t forget;You can be disappointed if the creatives don’tfind your proposal attractive/cracking/cool etcProposals usually are not binding, creativedirector also can offer different approaches.To aviod this, insert more than onecommunication proposal in your briefdocument. Or try till you compromise with CD