CREATIVE BRIEF

KEY FACTS
What is current situation or environment
we face?

PROBLEM
What problem are we trying to solve
with this communication?

OBJECTIVE
What quantifiable results are we
wanting to achieve?

TARGET PROSPECT
Who should we be talking to?
(demographic and psychographic info)

TARGETS CURRENT BEHAVIOUR

How do they currently view our brand/
service/product and the competition? (our
current position)

WHAT AFFECTS THIS BEHAVIOUR

Why do they think like this?

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Davron Marketing | 170 - 422 Richards Street | Vancouver, BC | V6B 2Z4 | Tel: (604) 594-7604 | www.davronmarketing.com

COMPETITION
Who or what is our main competition?

KEY BENEFIT/PROMISE
What is the key benefit our brand/
services/product offers? (what to sell)

BENEFIT SUPPORT
What is the reason why we deliver on
the key benefit promise? (how to sell it)

TONE
What style/mood should the
communication be delivered in?

CALL TO ACTION
What action do we want the target to
take?

NET TAKEAWAY
How or what do we want the prospect to
feel or think after reading/viewing the
piece? (how we want to be positioned)

SEE ATTACHED WORKBACK SCHEDULE

CLIENT APPROVAL: ____________________________ AGENCY APPROVAL: _____________________________________

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Davron Marketing | 170 - 422 Richards Street | Vancouver, BC | V6B 2Z4 | Tel: (604) 594-7604 | www.davronmarketing.com