Creative Brief Template Solution
Briefly describe the project in one or two sentences.
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. What’s going on in the market? Mention important trends. What are competitors doing?
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 CD’s with cover artwork etc.
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 ElementsList 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 “Don’t show us any creative that does not have these things on it.”
WHAT will you say to them?
HOW will you communicate it?
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 it’s 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.
Insights into Target
This should ideally be based on research or focus groups, but if you know your stakeholders/end-users well you can write it yourself (Eg. They are skeptical of ______________, they resonate with _______________, they are concerned about ___________, they are looking for ____________).
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 ResponseWhat 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?)
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?
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.
What is the budget for this project? Are there any Fiscal Year end deadlines that have to be factored in?
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.
Final Approval Person
Who will be approving these materials and who is the FINAL approver? (As in, if there is a disagreement on something who will make the final call?).
Signatures below indicate that the Creative Brief is approved and the agency may begin work.
Website Development Project Brief v1.0
Purpose of the website:
Who will the users be?
Who do we want to target?
What are their needs/priorities?
What are our needs/priorities beyond those above?
What are the content buckets?
Design considerations, elements we want to include:
Details on opening Flash Intro & Key Visuals:
To clearly and with impact communicate that we care about ____________
A series of high-impact photos showing the people our work impacts and ending with an inspiring photo that clearly communicates that “_________________”
Possible QUOTES to end with:
Examples of good/bad websites:
Suppliers/agencies/in-house resources available:
$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:
Brand X RELAUNCH
CREATIVE VISION: To relaunch Brand X behind a holistic campaign visually tied by signature creative.
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:
Brand X is a $XX million business and the market leader in the XX category with a 10.1% share of the market. Brand X sees the launch of XX as incredible opportunity to reach the 57% of consumers who don’t use a 2in1. Brand X has aggressive plans to grow its market share by 11% in Yr 1 and is excited about the potential of the new line-up to strengthen its position as the Haircare Market Leader.
CREATIVE REQUIRED FOR BID:
In order to quickly and simply choose the creative supplier for these executions, we are asking you to come back to us with creative concepts for 2 of the ideas:
POP Header Card (For packaging change) (XXX Pieces, Budget $XXM)
Sample Overwrap/brochure (XX MM pieces, Budget $XX)
TECHNICAL DESIGN PARAMETERS:
CREATIVE BUDGET & PROJECT SCOPE: Management/creative development fee for all items TBC
Supplementary Information on BRAND X:
Primary Target: Women aged 21 - 35 who primarily use competitive shampoo and occasionally a 2-in-1.
Specifically, she is in her mid-20's to mid 30's. She works and lives in an urban city on a middle income.
Attitude / Beliefs:
1) Primarily, this target consists of competitive regular shampoo users who desire Brand X's benefit of _________hair, but refuse to purchase Brand X because it is a 2-in-1.
TV AD STRATEGY:
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
Project X RADIO CREATIVE BRIEF
PROJECT DESCRIPTION Produce a 30s radio ad for air in Country (length of ad TBC based on Agency reco)
Both Spanish and English ads required
Specifically: Moms with kids under 18
Note: while teenage boys may play the games, they are NOT the target of the contest as they do not represent a significant amount of consumption for CLIENT brands
BENEFIT: You could win a Ford Explorer or a Burton family ski & snowboard equipment package
CHARACTER: Fun, upbeat
I can win a a Ford Explorer or a Burton family ski & snowboard equipment package by playing this cool contest at www.getoutandgo.ca
At minimum hit major cities in [regions]. Go for max reach for min 2 weeks starting early Feb 1997.
Desired airdate would be around week of Feb 1-7
Ensure time for
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:
TARGET AUDIENCE: Mothers aged 25-40.
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 we’d go camping.
BUDGET: $41,000 for production and talent (ex. media costs)
Database Acquisition Contest
OBJECTIVE: To get as many target consumers to opt-in to receive future email communication from COMPANY A at the lowest acquisition per person.
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 A’s Online Database.
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:
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.
The contest proposal should deliver on these 5 Key Success Factors for a successful Internet contest:
Data to be Captured: Please see attached Appendices 1& 2
Role of other COMPANY A suppliers:
Vendor B - will handle the prize fulfillments and may also handle the prize draws if necessary. (*Note: they have not been briefed on this project yet)
Key contact is XXXX tel: XXX email: XXX
Vendor C – will store all the data acquired during the contest in the COMPANY A Vendor A.
Key contact at XXX is XXX X tel: xxx email: xxxxx
Budget: in thousands of $
Primary target - Women 25-40 with kids
Broader target - Women 18-60
WHAT TO INCLUDE IN YOUR PROPOSAL:
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