Creative Briefs Made Easy


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Creative Briefs are what ad agencies use to distill the essence of a client\'s marketing needs into useful information to guide the creation of a project or campaign. But you can adapt the same process to your business marketing to get a handle on your communication needs.
Writing a coherent brief can distill your objectives, target market, competition, and many other pertinent pieces of information all in one place.

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Creative Briefs Made Easy

  1. 1. Creative Briefs made easy<br />Gary Smith, CD, Smith Creative<br />
  2. 2. What are they? You tell me!<br />
  3. 3. What are they? You tell me!<br />Document based on research<br />Written with consumer’s viewpoint in mind<br />Gives 360° view of product/service/communication goal<br />Defines campaign’s tone & voice<br />Guides the creative solution<br />
  4. 4. What are they? You tell me!<br />Basics: <br />Target Audience profile<br />Communication Objectives<br />Product features and benefits<br />Competition<br />Product positioning<br />
  5. 5. What are they? You tell me!<br />Key consumer benefit<br />Creative strategy<br />Tone<br />Support statement<br />Slogan or Tagline<br />Logo<br />
  6. 6. What do they look like?<br />CB does not define what the creative should look like<br />Short (one or two pages)<br />Don’t get jargon heavy<br />Write concisely<br />Gives AEs something to do<br />
  7. 7. 16 Essential questions<br />What is the objective of this project?<br />What is the product/service to be promoted?<br />Who is the primary audience? What is the size of the audience?<br />What are the key “pains” of your target audience, related to the “problems” your product/service can solve?<br />What emotional motivators drive your target audience to purchase products/services, from you or your competitors?<br />What are the key features of the product/service?<br />
  8. 8. 16 Essential questions<br />What are the key benefits of the product/service?<br />Given the features and benefits of the product/service, what is the single most important message that is to be communicated to the target audience? (i.e. What is the Unique Selling Proposition)<br />What are other important messages relating to this product/service, in order of importance?<br />What support materials exist for these important messages? (i.e. testimonials, endorsements, case studies, product specifics, etc.) <br />What obstacles and objections exist in the mind of the target audience?<br />
  9. 9. 16 Essential questions<br />What are we really selling? (E.g. We are not selling grass seed, we’re selling a greener lawn; pride of ownership; sense of accomplishment; admiration of neighbors; etc.)<br />What, exactly, are you promising your customers with your product/service?<br />What taboos, if any, need to be avoided?<br />What words would you use to describe the corporate tone that you want to convey to your target audience?<br />Is there anything else that needs to be conveyed about this project?<br />
  10. 10. OK, now what? <br />A good creative brief:<br />Sets the compass for agency & client<br />A starting point-creative might take a left turn<br />Use to see if creative measures up/judge competing solutions<br />Is important even if project mutates<br />Shouldn’t take the place of the plant tour<br />
  11. 11. Go Forth and Create (briefs)!<br />Gary Smith, CD, Smith Creative<br />