Creative Brief

Only available on StudyMode
  • Download(s) : 100
  • Published : April 7, 2013
Open Document
Text Preview
Campaigns
Positioning, Strategy
Kevin Kearns
473.2
1-28-2013

Thursday, February 28, 13

Develop the strategy

Write the brief

Write the ads

Thursday, February 28, 13

Creative Brief and the Big Idea

What is a creative brief?
The most important piece of paper the account
team produces
All the information that must be conveyed by
the advertising
A contract for you, the Creatives, and the Client.
A team effort

Thursday, February 28, 13

Creative Brief and the Big Idea

What it isn’t ...
Set in stone
A place to show off every fact you know or marketing term you’ve ever learned
Sole property of the planner
Primarily for placating the client

Thursday, February 28, 13

Creative Brief and the Big Idea

What makes a good brief?

Direction + Inspiration

Thursday, February 28, 13

Creative Brief and the Big Idea

Direction
What is the one thing you want the advertising to say?
If you can’t explain it to your friends in one sentence,
start again.

Inspiration
The most powerful advertising contains insights
that truly resonate with the consumer
One important insight should be at the heart of your brief

Thursday, February 28, 13

Creative Brief and the Big Idea

Why briefs go astray ...
“I didn’t have time”
“The Client made me write it this way”
“There was nothing to say”
“We didn’t have enough information”
“The account team couldn’t agree”

Every new campaign is an opportunity to
reinvent advertising
Thursday, February 28, 13

Creative Brief and the Big Idea

Some general advice
Get your story straight beforehand
Take your time
Keep it focused
Be concrete, not abstract
Speak english

Thursday, February 28, 13

057_Viewpoint_2 27.08.2002 10:25 Uhr Seite 20

If the Pope had simply asked Michelangelo to paint the ceiling, it is unlikely he would have gotten this.

Jeremy Diamond

If the Pope had simply asked Michelangelo to paint the agony and the ecstasy. unlikely he self-expression,have gotten this. ceiling, it is is about unfettered would
The
When Pope Julius II commis-

Thursday, February 28, 13

A lot has been written about the
creative brief, but the debate drags
on. How important is it? What is its
role? What should it contain? Who
is it for? Is anyone going to pay any
attention anyway?

commercial art always has to start
with an objective and a strategy.
What do we need to achieve? How
are we going to do it? And at some
point, this challenge needs to be
brought to life for the benefit of the
people who have the not incon-

sioned Michelangelo to paint the
Sistine Chapel, he didn’t just ask
him to paint whatever he fancied. If
he had, he might have ended up
with a nice landscape or a handsome still life, but that wouldn’t have delivered against his objec-

Creative Brief and the Big Idea
What is the problem?
• What is the background/context for what we are doing?
• Why are we advertising this brand anyway?
• What do we need to the advertising to do?

• Objectives need to be realistic
• Advertising objectives, not business objectives
• Keep it to the point

Thursday, February 28, 13

Creative Brief and the Big Idea
What is the problem?
“The product has a severe saliency deficiency so it does not get into the target’s consideration set. The leading brand sets the category values and our brand is seen as a ‘me-too’ because of these dominant associations. Alternatively, a

proportion of the target segment have a dissociated
perceptual set with respect to the brand.
The campaign objective is to increase saliency and to
communicate a brand identity which is motivation and more
appropriate to the product’s experiential manifestation.”

Thursday, February 28, 13

Creative Brief and the Big Idea
What is the problem?
“Cheer’s main benefit is to keep colors bright, but
most people don’t know this. We need to make
them understand so that they choose it for its own
merits and not as a...
tracking img