2. What is Brief?
• A brief is one of the most important aspects of a Client servicing
executive.
• Critical to the creative process is developing a clear understanding of
our clients' needs and expectations.
• At the important initial meetings we listen and ask a lot of questions
to help us establish the full scope of the project, budget parameters
and timelines.
3. • A Document confirming understanding between a client and an
advertising agency on:
a. Objectives of an advertising campaign
b. Identification of the targeted audience
c. Strategies to be adopted in reaching the audience
d. The timeframe of the campaign,
e. Its total estimated cost.
4. Advertising brief / Agency Brief
• Brief also include: Promise of the product, Tone of voice,
Communication channels, Restrictions etc.
• An advertising brief is a summary document providing information
about the expectations associated with an advertising campaign so all
parties know what is expected of them.
• The client understands what services are included and has
information about the time frame, while the advertising firm knows
how much money it will receive for the campaign and what it will
need to do to ful fill the contract.
5. Marketing Brief or Marketing Communications Brief
• It is a document prepared by client servicing executive.
• Marketing brief is a document outlining the expectations by a
company's marketing team regarding an advertising campaign.
• The marketing team can clearly define what they want the creative
team to create.
• All this information is converted into a document know as Marketing
Brief and the entire process is known as client servicing.
6. The purpose of marketing brief:
a. To help assess client’s current situation, both internally and relative
to its competition. It’s the starting point for any work agency do for
their customers.
b. Marketing brief provide the foundation for refining clients marketing
message and revising and updating their marketing and advertising
program.
c. To clearly lay out a framework for the creative team. The process can
be driven by either side - creative or marketing - but both sides need to
agree on the brief before the work can commence.
7. Focus on:
a)Where are we? (Situational analysis - the market, trends,
competitive analysis, etc.)
b)Where are we going? (opportunities, objectives & strategy)
c)How are we going to get there? (actions, plans & controls)
8. • There are many different ways of creating a written briefing format for
marketing brief but the format should reflect the company’s beliefs about
how communications work and therefore what is important enough to be
included in the brief.
• An agency’s internal creative brief usually serves the fundamentally different
purpose of inspiring their own creative people.
• A client marketing communications brief needs to inspire the whole agency
team to deliver the best communications. Most marcoms briefs also act as a
business process document to initiate a job start – in effect it’s a purchase
order and since large sums of money will be involved in both time and
resources it needs to be taken very seriously.
9. Format of a Marketing Brief
The background headers might include
1. Background Background: Usually covers the business and marketing context and why the
task is important
2. Marketing or
Sales Objectives:
This sometimes includes the business case for the activity
3. Brand: Remarkably this is often overlooked. It might include brandidentity/brand
capsule/brand vision/brand architecture/brand
status/brand values/brand personality
4. Previous Learning: Again a section which is only used occasionally, but may have wider potential
The main communications brief section headers might include
5. Communications objectives: Sometimes they might be expressed as communications imperatives/
challenges/barriers
6. Target audience: Usually this section asks for more than simple demographics andspecifically
prompts for attitudes or other motivators
10. 7. Consumer insights: Sometimes specifically linked to the objective
8. Key message/proposition: Often phrased as the single-minded proposition/the one thing we want to say
9. Consumer takeout: Or consumer take away/what they will think or do
10. Tone of voice: As distinct from brand personality
The implementation and process headers might include
11. Timings/key dates: May include project timelines as well as timing for response
12. Budget: May specify if production is included or not
13. Evaluation/success criteria: A critical element for most disciplines
14. Mandatories /guidelines: May include what must be included and executional considerations
15. Approvals: Signatures of both those issuing/approving the brief and the agency
11. Writing the Creative Brief (Copy Platform)
• The creative brief serves as the creative team's guide for writing and
producing the ad. In some agencies, it may be referred to as a copy
platform, a work plan, or a copy (or creative) strategy.
• In all cases, it is a simple written statement of the most important
issues to consider in the development of the ad or campaign — the
who (prospect's nature), why (wants or needs by which to base an
appeal: rational appeals directed towards functional needs and
wants, and emotional appeals target psychological, social, or symbolic
needs), what (product features, claim, or position), where and when
(medium, time of year, country, etc.), and what style (tone,
approach).
12. Most creative briefs include the following:
• A short brand statement
• A brief overview of the campaign’s background and objectives.
• Key challenges that the campaign aims to resolve.
• Target audience for the campaign.
• Chief competitors.
• Primary message describing the brand’s values and market
positioning.
• Communication channels on which the campaign will run.
13.
14. Reasons to create a creative brief:
• Ensure that all creative messages are on-brand.
• Give creative team a broad vision of the brand, the business, and the
product.
• Offer inspiration and give your team a starting point to brainstorm
ideas.
• Give third-party contributors a quick understanding of the brand and
its background.
• Reduce client-creative conflict by ensuring they're on the same page.
• Align the client's budget and expectations with your creative media
strategy
15. The 5 Elements of an Effective Creative Brief
1. The Product
2. The Business
3. The Market
4. The Customers
5. The Campaign
16.
17.
18. How to Write a Creative Brief
• 1. The Project
• 2. Key Challenge
• 3. Purpose of Communication
• 4. Competitors
• 5. Target Audience
• 6. Background or Context
• 7. Tone and Brand Voice
• 8. Media Strategy
• 9. Budget
• 10. Chief Message
19. Creative Brief Format-1
1.Advertising Campaign
Themes
2.Advertising Objectives
3.Specify Target Audience
4.Creative Strategy Statement
5.Key Message
6.Tone of Voice
7.Appeals and Execution Style
8.Support and Mandatories
20.
21. Creative Brief Format-2
1. What is the Opportunity and/or
Problem which the advertising must
address?
A brief summary of why you are advertising. Take the
consumer’s point of view, not “sales are down,” but, rather
“consumers are choosing cheaper alternatives.”
2. What do we want people to do as a
result of the advertising?
What perception, attitude and behavior change we desire
from the audience
3. Who are we talking to? Try to develop a rich description of the Target Group.
Indicate their beliefs and feelings about the category.
Avoid demographic information only. Add personality and
lifestyle dimensions.
4. What is the Key Response we want
from the advertising??
“State succinctly, what single thing do we want people to
feel or notice or believe as a result of advertising.”
5. What information/attributes might
help produce this response?
It could be a key product attribute, a key user need which
the brand fulfills, etc.Avoid a laundry list.
6. What aspect of the Brand
Personality should the advertising
express?
Tangible or intangible attribute or both of the brand
7. Are there any media or budget
considerations?
Specific budget and media requirements with
specifications
8. This could be helpful… Any additional information that might affect the creative
direction. Feel free to use a visual summary, a picture,
drawing or any object which aids in understanding the
nature of the brief.”
