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