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Creative_Brief_Template (2)


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Creative_Brief_Template (2)

  1. 1. Creative_Brief_Template Page.1/ 6 Creative Brief Template 1. Concise Background  Keypointsthatthe Agencyhasto take intoaccount inorder to understandthe currentstate of affairs inrelation to the brand/product, andwhatleadus here.  Brief descriptionof the productandbrandand what characterizesit/setsit apart fromthe rest. o Positioning,character/personality,valuesetc. o Strengthsandweaknesses,andreasonsbehind  Competitive landscapeandmarketcharacteristics. o What are the maincompetitorsandwhatdo theystandfor. How are theydifferentfromus o What isthat drivesthismarketand why?  Performance measures  Brief historical background of the brandandmarket o How didwe endup here and keyturningpoints /milestones  Brief coverage of keycommunicationalinitiatives(oursandcompetitors’). o The way we believedtheyhave worked(or not). 2. Why do we communicate/advertise? What is the issue or the opportunity?  Situationreport – where the brandstandsnow and whatare the challengesfacedbyit o Sales,marketshares, imageryand perceptions,userprofile–whyis thisan issue?  What are the driversbehindourneedtocommunicate? o What do we needto affect/change? o Thismay be the resultof spottinga certainproblemthathas to be dealtwith,oran opportunitythathas to be capitalized upon–or some combinationof these two. o Thismay stemfromthe brandper se,some of the competitors andtheirmoves ora change/evolutionarymove inthe market 3. What is the specific role of the communicationinitiative?  What are we afterby initiatingthiscommunicationeffort?Whatisthe desirable endresult?  How will consumerperceptions,marketstatus,salesetc.lookideallyafterthe campaignconcludes? o Please insertnumbers/KPIs - if applicable. Brand (Nameof brand/ mother brand) Date Issued Product (Name of product / range) Description (Brief coverage of what drivesthis communicationinitiative - e.g.Capri Sun re- launchCampaign) Requirements (Type of communication and channels - e.g. Television, radio, outdoor, web/social media, sponsorship, placement POP material)
  2. 2. Creative_Brief_Template Page.2/ 6  1st Stage – give the broader directionand prioritize:it shouldtargetachievingsome (butnot toomanyat the same time) of the following: - Introduce ,establishConnection - Establish/facilitate Communication - Establish/reinforce Trust - Build/SustainAwareness - Build/SustainSalience - Draw / focus Attentiontoa Point/Highlighta Point - DivertAttentionfromapoint/ Mask a point - Build/SustainAwareness/Remind - Build/SustainSalience /make somethingcome out - Create / Sustainanticipation - Create / Sustain predispositions - Create / Enhance attractiveness - Satisfyaestheticneeds - Feedandplease the senses - Impress - reinforce wowfactor - Build/SustainRelevance andfeelingof Belonging - Make customerfeel special - Build/Enhance Image Elements - Relax inhibitions - Explain,provide withInfo,establishUnderstanding - Educate / Provide examples - Facilitate trial /usage - Appease /cool down - Setthe stage fora nextstep,prepare,pave the way - Cross-sell,refertootheroffers - Reassure oncorrectnessof choice - Create / Enhance Satisfaction - Enhance Loyalty/ RepeatPurchase - Fuel Advocacy/Wordof Mouth - Satisfyethical principlesandconsiderations  2nd Stage - Be more specific:e.g. - We wantto remindthe consumerbase thatour brand still leads/reinforce - We wantto letpeople knowthatthe brandis available inanew,betterpackaging/formulation - We wantto pushpeople toactuallytrythe brand,as we believeinitssuperiorityandpowertoconvert trialiststoloyalists - We wantto establishbrandXas a viable solutionforthose whoseekqualityin the category - We wantto put brandX among the league of up-marketbrands - We wantpeople tothinkwhat we are good at whentheythinkof prioritieswithinthe specificcategory(e.g. move the agendafromhealthinesstolifestyle) - We wantto builda strongemotional attachmenttothe brand - We wantto connectthe brand witha certaintypology/profile of consumersthatwe believe isaspirational to our targetaudience - We wantto make sure that a price increase isseenasjustifiedgivenwhatthe brandwill standfor - We wantto letpeople knowthatthere isanalternative usage /applicationforbrandX - We wantto shootdownargumentsthat the competitionsuggestandmake themlooklessattractive o Etc.
  3. 3. Creative_Brief_Template Page.3/ 6  3rd Stage – Quantify (andprovide withtime frames)intermsof: - Sales,marketshares,decelerationof share loss, - ConversiontoanotherSKU(againstcurrent) - Visits/footfall instores, - Expansionof distribution(numerical/weighted) asa resultof enhancedtrade acceptance - Call centeror e-mail enquiries.Reductionof complaintsinthe same channels - Numberof followers,likes,people talkingaboutetc. (web) - Overall opinion,imagery,intentiontobuyor suggestKPIs(inquantitative researchTrackers) - Mentionsinmedia(press, TV,web,etc.).Frequencyandquality(contentanalysisindicators) o Etc. 4. Who are we talking to? What do we know about them?  What isthe targetaudience of the communicationcampaign? Whose perceptionsandbehaviorsdowe wantto change/affect?Focusonthe aspectsof the audience thatare keyforour messagestoclickwiththem  Demographicdescription o Sex o Age group o Place of residence o Educational & workingbackground o Social class o Ethnic& religiousbackground  Etc.  Usershipdescription o Frequentbuyers,occasionalbuyers,non-buyers,pastbuyers, indifferent, rejecters o Buyersof our brand and/orcompetition  Attitudinal/Psychographicdescription o Motivationsandpersonalitytraits –E.g. Techlovers,show-offs,earlyadopters,nutrition nutters,people whoexercise regularly, peopleanxiousabouttheircholesterol levels, peoplewhoplace alotof emphasisonhowtheylook,caringmotherswhowantthe verybestfor theirkids etc. o Habitsand behavioral patterns (theyprefertobuybig quantities;theytypicallyshopwiththeirkids, theirpurchase patternsare affectedbypromotions&price-offs,etc.)  Insertrelevantsegmentationdatahere, if available 5. What is the main idea that we want tocommunicate? What is the desiredkey take out?  Thisshouldbe a product of the interactionof the brand’spositioningandstrategicoutlookandthe particular tactical prioritiesof the campaign,asoutlinedabove  It shouldnotclashwiththe positioningunderanycircumstances,butitcan privilegeone aspectof itoverothers if thisbenefitsthe tactical priorities  It shouldbe inpositiontobe summedupinone keyphrase  Thisphrase shouldcharacterizedby: o Conciseness o Relative uniqueness o Memorability o Meaning-packedandrichinconnotations o Motivational powerandcall toaction o Shouldringtrue (nopreposterousclaimshere) o Be easyto grasp o Leave no marginsformisconstrue  be understandable byprettymucheveryoneinthe same manner
  4. 4. Creative_Brief_Template Page.4/ 6  The exact phrasingisthe jobof the AdvertisingAgency andakeydeliverable bythem! o …but definingit/ outliningitisthe jobof the Brand Owners  Under an ideal scenario,thiscanbe usedword-by-wordasa sloganora tagline (andif itsscope isstrategic enough ratherthan tactical,can followthe brandforsome years)  Examples: o For (brandX) nothingisa detail o We standfor the evolutionof the (category) o The taste of (category) asit shouldbe o Pleasure in(category) hasaname attachedto it o It takesa true (category) lover/maniactocreate (brandX) o There isno way youcan resistgreattaste o Do you really wantto drinkyourgrandfathers’(category)?  Etc. 6. Why shouldour idea be credible? What are the reasons tobelieve?  Draw fromthe BrandTruths to supportthe keyargumentspushedbythe communicationinitiatives.  More factual / functional truthsshouldmake ithere ratherthanemotional claims o (thoughthese truthsmusthave some emotional resonance insome shape orform)  The Agencyshouldbe inpositiontointegrate these somehow intothe scenario/visuals/audioetc inasuggestive mannerratherthan recite them o but insome casestheyneedtobe recitedwordbyword – thisissomethingthatyoushouldspecify (see:executionalguidelines)  Examples: o A brandthat has beenaroundsince XXXX o From the brandthat brought(category) intothismarket o True to the original recipe o Sourcedexclusivelyfrom(X place) o From (countryof Origin) whotrulyknow about(category) o We are a familybusiness o Limitedproduction o Extreme qualitycontrol o Nottouchedby a humanhand o Frozen only momentsafterpicking o Absolutelynopreservatives o It takesmonths/yearstomature o A balancedandwell-roundedsource of nutrients o The most creamyof the lot o The most exotic,unpredictableflavors o Onlythe bestvarietiesof (category) make itinto(brandX) o The favorite of the connoisseurs o Pickedbymost consumers ina blindtest o The choice of kids o The fastestgrowingbrandinthe market o A greatvalue / affordable o A package that istrulyconvenient /easytouse
  5. 5. Creative_Brief_Template Page.5/ 6 7. What is the style that we should use inour approach? What is our tone of voice?  Thisshouldbe a product of the interactionof the brand’spositioningandbrandcharacter and the particular tactical prioritiesof the campaign,asoutlinedabove.  Thinkof the brandas a personanda story-teller.How wouldhe/shetalkunderthese conditions?Howshould he/she be perceivedthroughwhathe/shesaysandthe wayhe/she saysit?  Examples: o Truthful,honest,direct o Practical, everyday, simple o Rugged,tough,masculine,adventurous o Warm, friendly,easilylikable o Humorous,fun,jester o Innocent, child-like o Downto earth,approachable,modest,humble o Consistent,dependable,wordacontract o Ethical,withprinciples,drivenbyvalues o Professional,attentivetodetail,obsessive o Expert,connoisseur,in-the-know, o Deep, wise,thoughtful o Stylish, refined,artistic,cosmopolitan o Leaderpersonality,status-driven,powerful,incontrol o Arrogant,sure for itself o Independent,challenging,rebellious,irreverent,anti-conformist o Conventional,traditional,unchanged o Imaginative,passionate,driven,fiery spirit o Sensual,pleasure driven,charming,alluring o Loving,caring,a giver o Visionary,idealistic,future-facing,seeingthe greaterpicture  Etc. 8. DesiredConsumer Reaction  How will consumersfeel andbehavefollowingthe exposuretoour messages(see 3: ‘Whatis the specific role of the communication initiative?’) o In relationtothemselves o In relationtothe categoryand whatis important/whattheyshouldseek o In relationtoourbrand o In relationtothe competition  How will we knowthatwe are successful,inameasurable manner –KPIsthat will shift  It shouldbe expressedasa change of at leastone measure afterthe conclusionof the campaign 9. Communicational structure  What type of communicationwe needacrosswhattype of media o Television o Radio o PrintAds o Outdoor o Installations –non-conventional outdoor o Webactivations(banners,facebookpagescontentetc.)  Etc.  Define if we needany differentiation/changesintonality,mainmessage,highlightedcontentetc.acrossthe mediachosen
  6. 6. Creative_Brief_Template Page.6/ 6 10. Executional guidelines  Withoutsuffocatingthe creative process (Creativeswill getreallyannoyed!),youmayneedtosuggestsome elementsthathave tobe incorporatedinsome shape orformin the enddeliverable  Define clearlywhatisimperative andwhatismerelyanice-to-have  Examples mayinclude: o Dominantcolors / colorpalette o Aesthetical codes(e.g.minimalistic,vibrantetc.) o Filmingstyles/directionof photography(e.g.grainy,sharp,sepia,highlysaturatedcolorsetc.) o Keywordsinsertedin textsand/orkeybrandpoints o Use of humor or irony o Use of wordplay/puns o Depictionof logo – when,where anddegree of dominance o Depictionof people /depictionof certaintypesof activities and/ormoods (e.g. family setting,male bondingsetting, Mother-kidinteraction,sportsactivities,morning/breakfastsetting, cooking,looking troubled/perplexed, enjoyment,exhilarationetc. ) o Depictionof interactionwiththe product o Packshot– howlong? o Referencestoavailable variants,flavorsetc. o Price references o Referencestoavailable packs/sizes o Etc.  Technical aspects – e.g.spotduration inseconds,size of outdoorposters,aspectratios etc.  Budgetaryrestrictionsforproduction  Preferredcollaborators(e.g.castingagencies,productioncompaniesetc.) 11. Tentative Timeline andInvolvedParties  What do we need tobe done bywhen  Define final vs.provisional andessentialsvs.nice-to-haves  The role of the company,the agencyand possible 3rd parties – whodoeswhat