This document provides guidance on developing a creative brief for a brand assignment. It discusses that a creative brief tells the why of a project and ensures the right questions are asked to solve the identified problem. The brief should include background on the project, objectives, the target audience insight and barrier, a single-minded proposition, key message, reasons to believe the message, desired brand character, desired consumer response, and mandatory inclusions. Developing a strong creative brief helps spark creativity and connects business needs with the right audience, message, and media.

1. BRAND TASK - BRAND ESSENTIAL ASSIGNMENT

2. Context
The
journey
Our
journey
starts here
Target
Insight
Message
Seeing and
defining
Creative Platform
idea
Hero Execution
Awesoming
through
strategy
Engagement strategy
Ecosystem

3. START FORM HERE
Big Idea
INSIGHT
BRAND ROLE
BIG IDEA - message
Pure
delight
Emotionally
Useful
Fuctionally
Useful

4. Strategy
Product truth
Consumer
truth
Cultural truth
Strategy

5. Strategy
Creative platform
Propagation
Generousity
Multifacetedness
Responsiveness
Key
message
Phase 3
Key
message
Phase 2
Phase 1
Hero execution
Key
message
Key hook
Key hook
Key hook
Media
Media
Media

6. Engagement
Strategy
Strategy
Key visual
Consumer
journey
Channel
matrix
Campaign roll
out
Campaign architecture
Campaign ecosystem
KPI

7. Strategy
Think of
media as
a canvas
Desired
code of
behavior
Where
your
people
are
Ecosystem
Where your idea live, interact, play
Core idea

8. Insight
Example
Brand role
Men desire for a daring
innovation to take him to
the lead of the mating
game despite of his being
less attractive than others
Give men the edge in the
mating game
Concept: Astronaut is a daring innovation
and Axe own the image
KH: Launch the
contest, training
Media: TVC, PR
with Ngo Thanh
Van
KM: the journey
from zero to hero
of the astronaut
KH: 3 finalists
becom
celebrities
Media: Ngo
Thanh Van’s
MV, event, PR
Phase 3
KM: Be aware of
the hotness of
Astronauts
Phase 2
Axe apollo Vietnam
campaign
Phase 1
Big idea: Axe Apollo - bring the next Vietnamese man
to the space
KM: The
explosion of
finding the next
Vietnamese
astronaut
KH: Final gala’s
explosion
Media: event, PR

9. Creative without strategy is called “art”.
Creative with strategy is called “advertising.”
- Jef I. Richards

10. 2. What is a Creative Brief?
Creative brief is a document but not a boring document
to be passed upon.
It’s not a list or a form to fill-in, it’s a proper “lift-off”
that:
o Tells us WHY we are doing this in the first place.
o Ensures that we are asking the RIGHT questions before attempting to
answer the PROBLEM.
o Provides us with vital information that helps us set our direction.
o Helps us limit the scope of our search so we don’t run off track.
Creative brief is a process to spark imagination &
creativity.
(also connecting business needs with right target audience, right message and
right media)

11. How?
Do some
original
thinking
How?
How to write a Creative Brief to
transform from Consumer Insight
to Brand Strategy & Big Idea?
How?
Ask &
answer
questions

12. A Creative Brief should include:
Background
- What are we creating? (A banner campaign? An email? A website?)
- Where & when will it be seen?
Objectives
- Marketing objective?
- Communication objective?
Target audience
- Who are they?
- What is the barrier?
- What is the key insight to overcome this?
Single minded
proposition
What is the single most motivating and differentiating thing we can say about the brand or product to the target
audience to make them act in the desired way?
Single key message
What messages do we want to get across?
Reasons to believe
- Why should people believe this?
- What is the supporting evidence?
Desired brand
character
- What is the tone of voice?
- How do we want people to feel about the brand after they’ve seen the advertising?
Key response
- What do we want the prospect to do as a result of the advertising?
- What beliefs, attitudes, opinions, behaviour do we want to change?
Mandatory inclusions
- Logos
- Phone numbers
- Taglines
- Call to actions.