Wednesday, February 18, 2009

Creative Briefing Format

Exceptionally good creative is a result of extremely well-thought out strategy. And the sun rises in the east. Nothing new, I admit, but good creative development process begins with a well-written creative brief. How to write a good creative brief is the subject of this edition.

Advertising professionals, excuse me please. You guys probably know how to write good briefs. But for those who wish to access a good template here is the format from one of world's most respected ad agencies - BBDO. Here goes it.

Assignment: The job on hand

- Campaign / Single ad
- TV commercial – Length
- Print ad – Size, Colour
- Newspaper or magazine
- Outdoor, Promotion, Radio, Integrated Campaign
- What do we have to do, what's the budget, and when do we have to do it by

Include relevant data

Target: For whom our brand will be a viable alternative

- Not just demographics – psychographics
- What are they like as human beings?
- What are their hopes, fears, and ambitions?
- What do they expect from the category?
- How do they use it?
- What needs do they have that aren't being met?

Be as informative and as insightful as possible

Competitive Frame: Who is our competition?

-What are they saying?
- What is the source of business?
- What will the consumer do or buy if they don't buy us?

Not just a list of brands – could include habits and attitudes

Consumer Belief: The deeply held perceptions and feelings

- What is the single most important thing our prospects believe or feel about our brand or the category?

What is it that the advertising must change or reinforce?

Marketing Objective: The things that we are aiming for

Be as specific and clear-cut as possible.

Advertising Objective: What we want to make happen due to advertising

- Raise awareness
- Put on list
- Encourage trial
- Repeat purchase
- Change perceptions
- Reconsider our brand
- Use it more often
- Use in a new way
- Remain satisfied

Be specific, again.

Key Selling Message: The one thing we want to tell them

- In the light of the Consumer Belief in the defined Competitive Frame, what is the single-minded promise we will make to the defined Target that will persuade them to act in the way that will achieve the Advertising Objective?
- What do we want them to think, feel or believe as a result of the Advertising?

What do we have to have an idea about?

Support: Relevant reasons why we can make the promise

- Competitive physical or perceptual advantages
- Not just a list of features, or of all the brand's good points

The reason to believe our claims.

Brand Personality: Aspect of personality that the ad must reflect

- A brief, vivid description
- Not just a list of adjectives

Preferably, describable by one word or phrase.

Budget / Timing: The budget for the whole exercise

What are the time frames?

Mandatory Inclusions: The musts or must nots be included in the ad

- Legal restrictions, logo usage, campaign themes
- The fewer the better

None, if possible!

Criteria for Evaluation: Measurable action points

The parameters by which the creative would be evaluated.

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