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Writing a creative brief for an advertising agency

Name, phone number and email address for the person or the team on the client side. Project name and description: Name, phone number and email address for the person or team members who are responsible for the brief.

What's the big picture? What's going on in the market? Anything happening on the client side that the creative team should know about? Any opportunities or problems in the market? This is where you introduce the project to the creative team. You'll go over this again in the briefing session, but write it down as well.

Fist of Fury

The marketing problem is the rapid rise of brands like Method that are capturing a younger market. Our business goal, therefore, is to create a product line that will appeal to this generation of new consumers. Our creative team has been assigned the lead product, "O Earth laundry detergent. Write a concise statement of the effect the ad should have on consumers. Typically expressed as an action. And frequently focused on what the ad should make the audience think, feel, or do.

The primary objective is to persuade the audience to buy and use O Writing a creative brief for an advertising agency laundry detergent, as well as to create and characterize this new brand. Example creative brief insights, objectives and resulting ads 3. An audience profile is more about how real people think, feel and behave than it is about numbers and percentages.

The aim here is to paint a portrait of the audience - a verbal picture that the creative team can talk to and visualize. Start with a few basics: Go beyond basic age, location and gender data to humanize demographic details with insights and lifestyle information.

One way to do that is to explain how the audience currently thinks, feels and behaves in relation to the product category, to competitors, as well as to the client.

We are looking primarily at urban women, 18 - 34, with household incomes over 50K per year. But the most important fact about this audience is that it is evolving, with race and ethnicity reflecting the increasing diversity of the US population. The magic word is "multicultural. They understand that climate change is real, caused by humans, and that the chemicals they use directly impact the environment. They understand the risks to future generations, and they will alter their behavior to help the environment.

At the same time, they buy cleaning products to clean. They won't use weak or expensive products just because they are labeled environmentally friendly. Keep in mind this audience does not have strong opinions or feelings about the product category laundry detergents and tend to use the same products as their parents.

How to write a creative brief.

Example Creative Brief 2018

Here you want to identify the single most persuasive statement, or compelling visual, you can present to achieve the objective. O Earth liquid laundry detergent uses a new, plant based chemistry that aggressively targets and removes dirt, stains and grease - with zero harm to the environment. In this TVC we see both rational and emotional motives for the action.

  • Feel free to download a template here;
  • However, DO provide a concise indication of your understanding of the strengths and weaknesses of what your competitors are up to;
  • If you know full well that a certain line of messaging does not work when it comes to your brand, mention it;
  • Creative should be in final presentation format, full size, digital and boards or handouts;
  • Review with full team:

Just a visual story and music. List the rational and emotional reasons for consumers to believe what you say, to try the product, to buy the service. Include all major copy points and visual evidence listed in order of relative importance to the consumer. New, scientifically advanced formula, aggressively targets and removes wide variety of dirt, stains and grease.

New plant based chemistry breaks down completely and naturally in the environment leaving no harmful chemicals. This limited time, introductory offer will be via coupon affixed to the package.

  • Typically expressed as an action;
  • Feel free to download a template here;
  • The marketing problem is the rapid rise of brands like Method that are capturing a younger market;
  • We are looking primarily at urban women, 18 - 34, with household incomes over 50K per year.

Save hundreds of dollars long-term with convenient, bulk refill companion products. This brief assumes you understand how to capture consumer insights, how to create a brand and how to position a company, product or service in the marketplace. Here's where you can include consumer insights, memorable quotes, a description of the brand personality, positioning tag lines, creative thought starters, terms of the direct response offer, result expectations, and mandatory elements such as the logo and website address.

Oh, and be sure to include sources for additional research. The psychographic profile revealed that this audience finds the TV personalities Stephen Colbert and Jon Stewart highly credible sources of news and information.

Also, many watch The Big Bang Theory and are captivated by the quirky personality and intellect they see in Dr. Sheldon Cooper, played by Jim Parsons. Call Bill in research for the complete psychographic profile, which includes a few personas that represent this audience.

February 26th 2014

Think Flo of Progressive Insurance. What do we need from the creative team, and when do we need it? Here you can provide details on media, sizes, client presentation requirements even production specs - all depending on the project. Our goal is the client presentation, scheduled in 10 weeks. At that presentation we want to show two or three full campaigns to the client. The first step is to create concept boards for 4 to 6 campaign ideas for internal review.

Each concept board must include 1 the brand idea, and 2 the promotional offer. Review with full team: Creative should be in final presentation format, full size, digital and boards or handouts. Can you identify the strategy in this digital ad for the Mayo Clinic?

A client services check list [ ] Do we have sufficient reference sources: What are the client requirements versus client preferences?