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CREATIVE BRIEF
First Name
Last Name
Company
E-mail Address
Phone
Website
Brand
Product
Background:
What do we know about the brand and product and its current situation?
Objectives:
What are the communication/ advertising objectives that we are supposed to achieve?
Target Market:
Primary and Secondary Sex, age group, demographic group, psychographic profile.
Consumer Insight:
1. Which segment? Needs, attitudes, behavior? Decision making process?
2. What is the emotion that motivates behavior?
3. What do we know now that we did not know before?
Brand Insight / Promise:
1. What makes this brand unique?
2. How does this brand/service/offer meet these needs and wants of customers?
3. What is the primary reason that consumer benefit that the brand product delivers ?
4. How can we leverage it against the competition?
Competitors:
Who are your direct and indirect competitors
Direct competitors
Indirect competitors
The Proposition / Takeaways:
What is the SINGLE benefit unites the consumer insight with the brand benefits/insight?
What is the main idea/communication platform we need to communicate?
Deliverables and Mandatories:
Tone & Manner:
Mandatory (Brand Guidelines):
Budget:
Deadline: