Creative Briefs Made Easy
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Creative Briefs made easy Gary Smith, CD, Smith Creative
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Creative Briefs are what ad agencies use to distill the essence of a client\'s marketing needs into useful information to guide the creation of a project or campaign. But you can adapt the same process to your business marketing to get a handle on your communication needs. Writing a coherent brief can distill your objectives, target market, competition, and many other pertinent pieces of information all in one place.
Transcript of Creative Briefs Made Easy
Creative Briefs made easyGary Smith, CD, Smith Creative
What are they? You tell me!
What are they? You tell me!Document based on research
Written with consumer’s viewpoint in mind
Gives 360° view of product/service/communication goal
Defines campaign’s tone & voice
Guides the creative solution
What are they? You tell me!Basics:
Target Audience profile
Communication Objectives
Product features and benefits
Competition
Product positioning
What are they? You tell me!Key consumer benefit
Creative strategy
Tone
Support statement
Slogan or Tagline
Logo
What do they look like?CB does not define what the creative should look like
Short (one or two pages)
Don’t get jargon heavy
Write concisely
Gives AEs something to do
16 Essential questionsWhat is the objective of this project?
What is the product/service to be promoted?
Who is the primary audience? What is the size of the audience?
What are the key “pains” of your target audience, related to the “problems” your product/service can solve?
What emotional motivators drive your target audience to purchase products/services, from you or your competitors?
What are the key features of the product/service?
16 Essential questionsWhat are the key benefits of the product/service?
Given the features and benefits of the product/service, what is the single most important message that is to be communicated to the target audience? (i.e. What is the Unique Selling Proposition)
What are other important messages relating to this product/service, in order of importance?
What support materials exist for these important messages? (i.e. testimonials, endorsements, case studies, product specifics, etc.)
What obstacles and objections exist in the mind of the target audience?
16 Essential questionsWhat are we really selling? (E.g. We are not selling grass seed, we’re selling a greener lawn; pride of ownership; sense of accomplishment; admiration of neighbors; etc.)
What, exactly, are you promising your customers with your product/service?
What taboos, if any, need to be avoided?
What words would you use to describe the corporate tone that you want to convey to your target audience?
Is there anything else that needs to be conveyed about this project?
OK, now what? A good creative brief:
Sets the compass for agency & client
A starting point-creative might take a left turn
Use to see if creative measures up/judge competing solutions
Is important even if project mutates
Shouldn’t take the place of the plant tour
Go Forth and Create (briefs)!Gary Smith, CD, Smith Creative
