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:

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