Creative
Brief
behaviors
Influencing attitudes and
Part one: Determining what is needed (NOT TO BE GIVEN TO
CREATIVES - )
Think Media Neutral
• Rate the 7 key marketing drivers
- Assess the relevance of each marketing driver in the category that is
relevant to our client (High-Medium-Low)
- Assess the current brand performance on the drivers vs. its
competitors (High-Medium-Low)
Category Relevance Brand Performance
Awareness
Emotional Bond
Product News
Activation
Loyalty
Product Experience
Buzz/Word of Mouth
Your Conclusions
Based on the analysis of your brand’s performance, what conclusions can you
draw for your brand and what key drivers have to be activated in the best
interest of the brand?
That exercise should help you define what is needed.
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Creative
Brief
behaviors
Influencing attitudes and
Part two: What is needed from the creative department (This
is the part that goes to the creative department)
Date: ............................ Job No:.........................................
Client: ........................................................
Brand:.......................................
Client Service:..................................................................................
Media Budget: .................................... Production Budget:
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What is needed?
Based on your initial conclusions (Part I) and your discussions with your
client, list the
deliverables needed.
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Background: What is the challenge for the brand?
Explain in your own words what is the brand’s challenge based on the client’s
brief, your knowledge of the brand and your analysis of the market.
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Based on the challenge, what is the opportunity for your
brand?
The opportunity is a strategic opportunity that has to be expressed via a
strategic goal but also via the use of the most appropriate communication
channels (PR, Advertising, internet, etc…) that are to be extracted from your
initial marketing drive analysis.
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The Strategic Path
- I want to take my brand from Current perceived position
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- To that position Future perceived position
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Brand Personality
To be described in 3 to 5 words and/or one picture.
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OPTIONAL: New brand personality
To match future position if and ONLY if needed to help achieve future
position. To be described in 3 to 5
words and/or one picture (most of the time the brand personality does not
change).
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Who are we talking to?
(GET) Describe the target but also add relevant insights about his state of
mind/lifestyle (most of the information can be found in Rituals or any other
lifestyle study)
What consumer/market insight can help you get there?
(WHO) The insight has to be relevant to the category of products/services we
are advertising: What is the unmet need or the desire?
What is the brand’s promise to answer the insight?
(TO) How does the brand fulfill that unmet need or desire?
Why should the target believe you?
(RW) Give us the most relevant reason(s) to believe that the brand will
answer the unmet need.
If you were to sum up your proposition in a selling line, what
would it be?
(BY TELLING THEM)
Imagine you’re the creative, look back at your brief and see if you could write
a tagline for the ad
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Is your proposition broad enough to work across the communication channels
outside your core expertise, is it inspiring for any creative regardless of
his/her expertise (Advertising, web, Promotions, PR...)
GET TO BY
GET:
WHO:
TO:
BY TELLING THEM:
REASON TO BELIEVE:
BRAND PERSONALITY:
Constraints:
As little as possible, yet make sure we know what we need. Including financial
constraints when it comes to production should they be relevant?
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Group Account Director Signature (Mandatory):
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Creative Director (Mandatory): ………………………………..
Planning Director (for major brand campaigns and pitches):
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Client Signature (optional): ………………………………..
