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Ogilvy DO Brief Template

This document provides a brief for a marketing campaign. It outlines key questions to guide the development of the campaign, including understanding the client's business goals, the target audience to influence, the desired change in audience behavior, how the communication will achieve that change, the core message, what information and emotions should be conveyed, how success will be measured, any mandatory considerations, the best channels to reach the audience, and project deadlines and budget. The brief is intended to help creatives understand the objectives and develop a highly creative solution to meet them.

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Rahul Tatooskar
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14K views2 pages

Ogilvy DO Brief Template

This document provides a brief for a marketing campaign. It outlines key questions to guide the development of the campaign, including understanding the client's business goals, the target audience to influence, the desired change in audience behavior, how the communication will achieve that change, the core message, what information and emotions should be conveyed, how success will be measured, any mandatory considerations, the best channels to reach the audience, and project deadlines and budget. The brief is intended to help creatives understand the objectives and develop a highly creative solution to meet them.

Uploaded by

Rahul Tatooskar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Brand Product Job No.

Date

WHY IS THIS BRIEF HERE?


What is the client’s business ambition for the brand? How can we sell more?

WHO DO WE NEED TO INFLUENCE?


Which consumer or market segment offers the best opportunity for sales growth?
What is their buying behavior now? Try to bring these people to life in a way that leads creatives to understand and
like them.

WHAT DO WE NEED THEM TO DO AS A RESULT OF THIS COMMUNICATION?


‘Do’ means ‘do’: what change in actual behavior are we looking bring about?
(Don’t just write, ‘Buy more’!) Be specific: think about what an individual actually does now when buying and what we
need them to do in future.

HOW WILL THE COMMUNICATION ACHIEVE THIS?


By a call to action, or by getting people to want to find out more, or by strengthening their determination to keep
buying the brand, or by changing the way they perceive the brand?

WHAT DO WE NEED TO CONVEY?


What core thought will lead to a highly creative solution?

WHAT DO THEY NEED TO KNOW? WHAT DO THEY NEED TO FEEL? WHY WOULD THEY CARE?
Product facts are not usually decisive Emotive campaigns usually sell What will we provide them that they
when people choose between brands, harder. What emotional response are will talk about, share or find useful?
but if they are list them here, or attach we looking for? (Avoid clichés like
an addendum to the brief. ‘friendly’, ‘trusted’, etc.)

HOW WILL SUCCESS BE MEASURED?


More buyers, or more frequent buying, or brand switching, or higher spend per buyer, or what?

MANDATORIES CHANNELS
Are there are any immovable client ‘Must have’ or ‘Never Which channels will best reach and influence our
do’ that the creatives should know about? audience (think beyond just communication channels)?

Account Director Planning Director Creative Director

Creative Development Time Final Review Date Client Presentation Date Final Deadline Production Budget

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