CREATIVE BRIEF

Creative Brief A document required in preparing for advertising, public relations, promotions, direct marketing, design and digital mediums.

Who writes creative brief? Client Sometimes together with account executive Art-director for designers and copywriters

Components of creative brief The objective The target audience The message theme The support The constrains

Key requirement Identifies communication objectives, as distinct from overall program objectives Is clear and coherent Is single minded, with a real focus Contains information and insights that will assist the creative process Based on client survey, research, interviews

Project Summary State general project information, goals, and relevant background information. This paragraph should be a statement overview of the project as a whole.

What is the basic overview of the project? Briefly include background information if relevant. What is the single purpose of the new communication? What are the secondary goals of the new communication? What are the long-term goals? Project Summary

Objectives Possible objectives can include: Increase brand awareness Build brand image Increase customer traffic Increase wholesaler or retailer orders Increase inquiries from end users and channel members Provide information

Audience Profile Profile the target audience. Provide enough detail to enhance everyone’s understanding of who the audience is. Include some user demographic information. Your goal with this section is to answer the following: –Who is the target? –What do they care about?

The Message If you could get one sentence through all the clutter, what would that be? If they asked you to prove it, how would you do that? What other major points do you want to communicate?

What’s the single most important thing we can say to achieve the objective? This should be a simple sentence. A few sentences if necessary. Avoid generalities because they result in ambiguous communications. What do we want to say?

The message theme What do we need from the creative team, and when do we need it? Write information about media, size and color. As well as deadlines for 1.initial creative review of rough sketch ideas, 2.review revised creative, 3.final internal creative presentation, 4.client presentation, 5.material delivered to publication.

The Medium What is the best way to reach this audience? Is there another way? Are there existing pieces that this piece must work with? How will this piece be delivered to the audience?

The support List the rational and emotional reasons to for the target market to believe what we want them to believe, and do what we want them to do. Include all the major copy points, in order of relative importance to the consumer. In other words, 'What else can we say to achieve the objective?'

Anything Else Any other design objectives or special circumstances? Are there any mandatories that must be in the piece?

Reading Clow & Baack, Chapter