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Brief creativo

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Podríamos definir el brief creativo como el documento interno de la propia agencia que inicia un proyecto o acción de campaña publicitaria. Muchas veces, incluso tras la realización previa de un briefing de cliente.
El “brief” en inglés significa brevedad, refiriéndose a nuestro documento conciso y directo, para ajustarse a los aspectos básicos de la campaña.

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Brief creativo

  1. 1. ÍNDICE 1. ¿Qué es el brief creativo? 2. ¿Cómo se realiza? 3. Pasos para crear un brief creativo 4. Conclusión
  2. 2. El brief establece una forma guiada y sencilla de iniciar cualquier proyecto de campaña para un cliente.  Permite centrarse en las ideas creativas esenciales que mejor se ajustan a las  necesidades y requisitos del cliente. 1. ¿Qué es el brief creativo? (I) primerbrief.com/?attachment_id=12395 Una buena realización de un Brief es  indispensable para el lanzamiento de  cualquier campaña publicitaria.  El brief creativo es uno de los más habituales en las agencias.
  3. 3. 1. ¿Qué es el brief creativo? (II) Podríamos definir el brief creativo como el documento interno de la propia agencia que inicia un proyecto o acción de campaña publicitaria. Muchas veces, incluso tras  la realización previa de un briefing de cliente. El “brief” en inglés significa brevedad, refiriéndose a  nuestro documento conciso y directo, para ajustarse a los aspectos básicos de la campaña.
  4. 4. El formato de este documento puede tener variaciones, según la agencia que lo lleve a cabo, al no ser un documento estándar. No obstante, hay que recordar que deberá ser siempre un documento claro y conciso para que sea efectivo. 2. ¿Cómo se realiza el brief creativo? En general, el brief creativo está desarrollado únicamente por la agencia, a diferencia del briefing de cliente (que debe elaborarse entre anunciante y agencia) y es en donde se identifican las necesidades y objetivos que tiene el anunciante para lanzar una acción publicitaria concreta.
  5. 5. Paso 1: Definir el objetivo de la campaña Es de extrema importancia ya que según nuestro objetivo variarán las estrategias a seguir, además es vital que cada campaña tenga un único objetivo principal por cumplir. Ej. 1: Mejorar la imagen de marca. Ej. 2: Fidelizar clientes. 3. Pasos para crear un brief creativo
  6. 6. Se refiere al público objetivo sobre el que nos interesa incidir, ¿a quién queremos llegar? ¿qué nicho del mercado queremos conseguir? Recuerda que cuanto más específica sea la definición del target mejor. Por lo que debemos tener en cuenta las características y variables de segmentación como los grupos de edad, clases socio-económicas, factores psicosociales...  3. Pasos para crear un brief creativo Paso 2: Target group
  7. 7. 3. Pasos para crear un brief creativo Paso 3: La promesa/beneficio Es la necesidad o el propio beneficio que nos dará el producto si lo consumimos. Sería el concepto de la estrategia de la campaña. Ej. 1: Jabón que cuida la piel Ej. 2: El coche más seguro. *The USP (Rosser Reeves). http://www.flickr.com/photos/second_story/
  8. 8. Tiene que ver con el paso anterior, debemos razonar, dar argumentos para que crean que la promesa que hacemos o el beneficio que prometemos es real. Ej.1: Cuida la piel ya que llega ¼ parte de crema para la piel. Ej.2: Airbags frontales y laterales tanto en asientos delanteros como traseros. 3. Pasos para crear un brief creativo Paso 4: ReasonWhy (razón de ser) tuidiomaingles.blogspot.com.es/2012/05/como-pensar-en-ingles.html
  9. 9. 3. Pasos para crear un brief creativo 5º Paso: Limitaciones (legales) Debemos tener muy en cuenta todo tipo de limitaciones o restricciones legales y obligaciones impuestas: como podrían ser derechos de autor, protecciones legales de marcas registradas etc. es.wikipedia.org/wiki/Propiedad_intelectual
  10. 10. 1. Definir el objetivo de la campaña 2. Target group 3. La promesa/beneficio 4. ReasonWhy (razón de ser) 5. Limitaciones (legales) ¿Cómo redactar el brief creativo?
  11. 11. 4. Conclusión  Permite resumir y focalizar la atención en los aspectos principales de la campaña.  Determina objetivos claros.  Brief creativo acota las bases de la campaña, evitando posibles errores y focalizando el target group.  La diferencia entre brief creativo y briefing: • Brief creativo: responde concretamente a la campaña creativa. • Briefing de cliente: es un documento resumen que establece la base entre cliente-agencia para trabajar un proyecto.
  12. 12. d Agencia La Nave ¡Los astronautas de tu comunicación! (+34) 902 002 902 / (+34) 865 64 68 28 > NIKO GONZÁLEZ 668896836 @nikoman_1980 marketing@agencialanave.com www.agencialanave.com

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