Creative Brief
Creative Brief
Creative Brief
Solution
A Creative Brief or Design Brief template is a must for any marketer
who works with agencies. Youll go back to this document template
every time you start a new creative project and it will save you
hours of rework and frustration later in your project. The template
contains detailed descriptions of each section and how to develop
the brief.
Developed by
Jonathan Burns
Project name
Client
Date
Contact
Project Description
Briefly describe the project in one or two sentences.
Background
Briefly describe any background to this project that would be helpful to the agency. Why are
you doing this project? Is it part of or connected to anything else? i.e this is a new product
launch for our company but there are 2 competitors in market; or we have had this product
for years and have just decided to invest in marketing it better. Whats going on in the
market? Mention important trends. What are competitors doing?
Deliverables
What are the end deliverables? What will the agency actually provide you? i.e a printed
brochure, a functioning website, a radio ad, a poster, 500 CDs with cover artwork etc.
Requirements
List the requirements of the end deliverables. What are the key specs and requirements. i.e.
quantity, sizes, weights, technical specs, commercial length, video formats, audio formats,
other file formats etc.
Mandatory Elements
List the mandatory elements. Be careful here not to put too many items as you will tie the
hands of your agency as far as the concepts or designs go. Ideally, you want to give them
freedom to be as creative as possible. Potential mandatory items might include: a logo, a
tagline, a website URL. By putting items on this list you are saying Dont show us any
creative that does not have these things on it.
Definition
Example
Strategic
Target
Prime
Prospects
Definition
Example
Benefit or
Unique
Selling
Proposition
Reason To
Believe (RTB)
Thermasilk contains
patented silk protein
formulas which protect your
hair against the damage
that blow dryers, curling or
flat irons can bring and
work with heat to give you
intense conditioning.
Brand
Character
Features
Definition
Example
Other Media
Plans
You should not expect the agency to use your exact language from the Benefit or RTB
statements in their executions. It is their job to be creative and to come up with language,
headlines etc that communicate the meaning of the Benefit and RTB even if its in different
words. When you see their creative concepts you should compare them back to this Creative
Brief and ask, does their creative version communicate the message you asked for, even if
in different words? If yes, then their creative is said to be on strategy, which it needs to be.
If no, then their creative is off strategy and needs to be revised.
Design Strategy
If you have an existing Design Strategy or Design Theme that must be followed, you should
clarify that here. You would likely only have this if you have asked an agency to develop one
for you. The Design Strategy is sometime referred to as Brand Guidelines or a Mood Board. It
specifies which fonts, colors and design theme have been chosen for this brand. A Design
Theme is a metaphor that defines the aesthetic direction of the Brand. It is an inspirational,
not a literal execution. For example, the design theme of ING Direct is orange citrus fresh.
The design theme of FIDO is as trustworthy and unique as your dog. The design theme of
the Gillette Venus shaving line is sea glass. When a brand does not have or consistently
use a Design Strategy or Theme then over time the advertising produced for the brand will
look like it was made by very different agencies with different styles and it may not even
look like it was all from the same brand. This tends to weaken the brand in the marketplace.
Priority of Communication
When a person looks at a piece of advertising, their eye often goes to certain elements first
which cause them to draw conclusions about whether or not the item is relevant. It also
impacts how long they continue reading before they move on. In this list you specify the
order of priority for the headlines or visuals as a guide to help the designer.
Desired Response
What do you want the viewer of this ad to do? Just know about you? Call and sign up? Refer
a friend? Feel something? Have you enabled that response to the best of your ability (by
setting up a 1-800 # or a website with a tell a friend engine?)
Photography/Video
Will you be supplying existing photography and video for which you have the rights?
Will any new photography or video be required?
Do you expect the agency to source stock images or video?
Talent Objectives
If applicable, what guidelines can you give the agency on the kind of talent (models/actors)
you want in any photos or video elements? Do you want only certain ages, races or styles of
people? Are you looking to show diversity and of what: age, race, style? If yes, then
communicate it here.
Budget
What is the budget for this project? Are there any Fiscal Year end deadlines that have to be
factored in?
Deadlines
Clarify any deadlines that must be met including intermediate steps like legal or regulatory
approval and language translation. This is a good place to outline the key dates in the
Artwork Process like Creative Brief approved, Initial Concept Presented, Final Concept
Approved, Wording Approved, Final Design & Artwork Approved, Final Artwork produced,
Final Artwork arrives at destination.
Approvals
Signatures below indicate that the Creative Brief is approved and the agency may begin
work.
Date
Date
This creative brief template was developed by Jonathan Burns at Strategy Cube Inc. You can find out more
about us at www.strategycube.com Jonathan is an ex Procter & Gamble Brand Manager who now consults
to small and medium size businesses on marketing and strategy projects. Several of his best tools for
marketing strategy and management can be purchased at http://blog.strategycube.com/category/store/
Enjoy!
Client Name
Date
Later
Success criteria:
Now
Repeat visits
Later
Competitors
Consultants
Suppliers
Friends
Who do we want to target?
Now
Potential clients
Current clients
Later
Later
Current clients
Consultants
Client testimonials
Contact info
Parking instructions
Pricing/costing
Later
Video conferencing
Remote training
Virtual tour
Expert on call
Later
Running boards:
Largest donation to date
Best caller
Home Page
Brief opening Flash
Later
succinctly
What makes us different
About Us
Who are we (key people)
What do we do
Whats unique about us
Clients
Identify & support our clients causes
Contact Info
Contact info details
Map to our office/Parking instructions
Later
XXX
o XXX
o XXX
Talent/shots required at minimum:
o
o
o
o
XXX
XXX
XXX
10
MEDIUM websites
Comments
BAD websites
XXX
XXX
XXX
Budget:
$XXXX agreed with agency for a fairly basic Flash site as part of her package that included
developing. Need a re-quote for a combo Flash-HTML split site.
Roles & responsibilities:
Name
Name
Project leader
Final approvals
Providing input/perspective,
Will get the site live and do the testing.
Creative design of site, key visuals
Timeline:
Develop Project Brief
Gain President, VP Marketing alignment to Project
Brief
Brief agency (on key creative elements)
Design site map/architecture & align with President
Copy development & align with President
Static page design development
Company Name stakeholders digest and get aligned
on feedback
HTML coding
HTML site testing
HTML Site Live
Flash coding
Flash site testing
Flash Site Live
Register site with search engines
Start
2/27
End
3/2
3/2
3/3
3/3
3/8
3/4
3/3
3/3
3/5
3/11
3/10
3/10
3/15
3/31
4/02
4/01
4/15
4/19
4/26
3/16
3/30
4/01
Owner
4/14
4/16
END
11
Brand X RELAUNCH
CREATIVE BRIEF
DATE:
PROJECT NAME:
CONTACTS:
Name
CREATIVE VISION:
signature creative.
Department
1/13/1992
Phone
PROJECT DESCRIPTION: To develop holistic copy and design for all direct to consumer
sampling and promotion elements (POP, display stands, shelf trays & shelf talkers/bobbers).
BACKGROUND:
Brand X announces its biggest NEWS since it launched in 1987! This summer
Brand X will:
STRATEGY:
EXECUTION:
STRATEGY:
EXECUTION:
1. Generate
excitement and
awareness (at
home & in store)
1.
1. Generate excitement
and awareness (at home
& in store)
1.
2. Ensure that
Brand X is visible
and easy to find
in-store
TV
copy
teaser
campaign to announce
new look
TV
copy
to
announce regular
shampoo
2. Display:
Pre-packed floor stand
displays
Pre-packed flip tray
12
displays
Pre-packed sidewinder
displays
Mixed Display Ready
Palettes
Objective:
To ensure that Brand X users can find their version of Brand X in its
new white packaging
Strategy:
Priority of
Communicatio
n:
1. Brand Xs packaging has changed but the product inside has not
2. Holistically tie to T.V. copy (key signature visual)
Net Takeway:
Brand X has changed its packaging but I can still easily find the
Brand X product Im looking for
Mandatory
Elements:
Nice To Haves
To convince Brand X rejectors / 2in1 non users that there are now two
ways to get great hair: Brand X 2in1s, or Brand X Shampoos and
Conditioners.
Strategy:
Priority of
Communicatio
n:
1.
2.
3.
4.
Net Takeway:
Mandatory
Elements:
13
Nice To Haves
Item:
Item:
1.
2.
3.
4.
Quantit
y
xxx
xxx
TBC
TBC
TBC
Budge
t
1.
2.
3.
4.
5.
6.
Sample overwrap
Pre-packed displays
End-aisle display POP
header cards
Mixed Display Ready
Palettes
Shelf trays
Shelf talkers/bobbers
NEXT STEPS:
Creative expectations meeting
Date
Date
Date
Quantit
y
xxx
Budge
t
xxx
xx
TBC
xxx
xxx
xxx
xxx
xxx
14
I would love to have great Brand X hair, but I wont use a 2in1 on my hair.
XX% of representative consumers say they would never use a 2in1 -Shampoo Plus
Conditioner due to a strong attitude that 2in1 does not work as well as separates.
(Source)
- Rep
- 2-in-1
Non-Users
Xx%
Xx%
Xx%
TV AD STRATEGY:
Tactical benefit
Equity benefit
Equity support
Brand X contains _______ that coats the hair shaft, improving the whole length
of your hair.
Brand
Character
Brand X is the expert on great hair. (Please see the attached reel of current
on-air Brand X copy to get a better sense of the Brand X character.)
COMPETITIVE CONTEXT:
The category is highly fragmented (many brands and SKUs) and there is low loyalty. Users
tend to switch around between brands and products hoping to get better results from their
products. Image is very important in this category. Some of the factors that influence
purchase intent are advertising, packaging, scent, product performance and price. In the
last few months, 2 new brands have been introduced which may threaten Brand X
somewhat: Brand Y and Brand Z.
All channel share data for 6 months (1991) in % of total market volume for period
Brand A
Brand X
Brand B
Xx%
Xx
xx
15
END
16
$8,000
$125,000
TIMELINE:
Please provide
Desired airdate would be around week of Feb 1-7
Ensure time for
1. legal revisions (min 2-3 days),
2. Spanish translation
3. approval by CLIENT, PARTNERS
END
17
Fall 1991
Project X Promotion TV Copy
Name
Dept
Phone
PROJECT DESCRIPTION: Develop a :15s (if possible) television commercial in English and Spanish to support
the FALL Project X Promotion. The goal is to begin airing Feb 2, 1991 by which time the promotional materials
will be in store. We will need a decision on whether or not we can execute the spot in 15s vs. 30s. by Dec 8, 1990
when the media requests are due.
BACKGROUND: The Project X promotion will drive consumption of CLIENT participating brands by
obtaining incremental display and feature support during the key Fall 91 period. To maximize participation the
promotion is focused around a mail-in contest where consumers can win 1 of 2 national grand prizes consisting of:
A Brand Item A, 2 Brand Mountain bikes and $1,000 worth of Brand camping equipment. (1 grand prize in the West,
one in the East) There will also be regional prizes (4 regions in Country F) consisting of two Brand mountain bikes.
PARTICIPATING BRANDS: list of brands
KEY COMMUNICATION OBJECTIVES AND DESIRED RESPONSE:
Objective:
To generate awareness and excitement for the CLIENT promotion to win 1 of 2 national
grand prizes consisting of: A Brand Item A, 2 Brand Mountain bikes and $1,000 worth of
Brand camping equipment.
Secondary Objective: To communicate a call to action to the consumer to go into stores and look for the
promotion display.
Desired Consumer
Consumers will look for the promotion display in stores and will ultimately purchase
Response:
involved CLIENT products as they participate in this promotion.
TARGET AUDIENCE: Mothers aged 25-40.
CREATIVE STRATEGY:
Benefit:
Consumers (moms?) can win 1 of 2 national grand prizes consisting of: A Brand Item A, 2 Brand
Mountain bikes and $1,000 worth of Brand camping equipment for their families by looking for this
promotion in stores now.
Support:
By purchasing two of the participating brands on display, families get a chance to win 1 of 2
national grand prizes consisting of: A Brand Item A, 2 Brand Mountain bikes and $1,000 worth of
Brand camping equipment.
Character:
active, family, outdoor, fun
CONSUMER INSIGHT: I wish there was a way I could get out of the city with my family for a fun, healthy
vacation. We all love biking and maybe if we had the right gear wed go camping.
EXECUTIONAL GUIDELINES:
Display POP must be very prominent in the spot so consumers will know what to look for in stores
Focus should be on the chance to win a Brand C
Some brand identification of participating products (A pack shot can be obtained Agency F at telephone xxx)
Partner firms logos: Brand, Brand
PROCESS TIMING:
CLIENT approval to strategy
CLIENT approval to storyboards
Partner/Brand approval to storyboards
CLIENT presentation of rough cut
18
Feb 2, 1991
Marketing Director
__________________________________
Assistant Brand Manager
_____________________________
END
19
Date
PROJECT
NAME:
CONTACTS:
Name
REVISED: Date
Dept
Phone
these terms)
PROJECT DESCRIPTION:
To develop and execute an internet based contest in the date window for the purpose of
acquiring opted-in Segment A and Segment B for COMPANY As Online Database.
BACKGROUND:
COMPANY A is working towards enlarging its current permission marketing database so that
it can use the database to speed up awareness & trial of new initiatives and maintain and
increase the loyalty of its existing key consumers. In Sept-Oct 00 we had broken the work
into 3 sections:
1. Acquisition
2. Enrichment
3. The Envelope
Acquire name, email, address, sex, age and opt-in for multiple brand
communication
Ask an additional 5-9 questions to identify Segment A and Segment B
Figure out what the envelope of the email would look like. Would it be a
consumer newsletter or COMPANY A branded or brand specific, one-off
messages (no envelope).
We recently decided to stop active focus on #3, the Envelope, and to allow the xxx group to
work that project. We will focus our attention on #1 and #2 and preferably execute them
together via a contest in date.
Contest Expectations:
The contest proposal should deliver on these 5 Key Success Factors for a successful Internet
contest:
20
A big prize, relevant to the target. (i.e cars, condos, trips etc have
been very successful) Consider weekly prizes so that people feel
like there are more chances to win and more chance of immediate
gratification.
3. Easy-to-enter
4. Tell-a-friend
Make it easy for them to email their friends about your contest.
You may choose to reward consumers with extra contest entries
for every friend they refer.
5. Partner for
Traffic
1. Target
2. Prizes
Technical Expectations:
Data capture specs are attached. (Field names & formats) Please see attached Appendix
1.
All data will be finally stored in the COMPANY database run by Vendor.
Data to be Captured:
Executional Mandatories:
in thousands of $
Estimate
Prizes & fulfillment
Supplier to build/host contest site
Online advertising/email list purchase for
traffic
Target Consumer:
Primary target - Women 25-40 with kids
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Consumer Beliefs:
1. She is looking for value and is willing to enter a contest to win a substantial, relevant
prize.
2. She is concerned about her privacy. She does not want to get on a mailing list and
receive lots of junk mail. She may be willing to receive email about products she is
interested in.
WHAT TO INCLUDE IN YOUR PROPOSAL:
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