1. TEAM NAME – CREATIVE BRIEF

2. Background – Description of the project Review what you learned at last meeting

3. Objective Explain the purpose of this project – to publicize, get partners, generate more business…etc

4. Audience – Who are we speaking to (demo/psycho)?

5. Insight – What insights can help us meet the objective? Explain your research and what you learned here. Good to include links to sites you liked or show sketches you drew here.

6. Benefit/Takeaway – What’s the value being provided? What is the key insight. What will the audience learn/receive after watching this ad campaign?

7. Production What media will best reach your audience What are your production plans for this project *some kind of print/ some kind of video

8. Reasons What are the reasons you are choosing this strategy? Reasons to Believe – Reinforcement to the benefit Tone – How do you want your audience to feel?

9. QUESTIONS?

10. NEXT STEPS Draft of Creative Brief due Thursday, Dec. 16th Project will be completed: