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  • Creative Brief Template

    Uploaded by

    Dennis Franczak
    21 views2 pages
    This creative brief outlines the key details and objectives for an advertising campaign. It identifies the client, campaign name, creative and operations leads, partner, and engineer working on the project. The brief specifies the overall program objective and strategy, the product or service being advertised, the target audience and demographic, the brand tone of voice, key differentiators, benefits, and single-minded proposition creatives should focus on. It also describes the desired post-viewing thoughts and feelings, and any mandatory graphic or legal elements. Review dates are noted for internal presentation and presenting to the client.

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    This creative brief outlines the key details and objectives for an advertising campaign. It identifies the client, campaign name, creative and operations leads, partner, and engineer working on the project. The brief specifies the overall program objective and strategy, the product or service being advertised, the target audience and demographic, the brand tone of voice, key differentiators, benefits, and single-minded proposition creatives should focus on. It also describes the desired post-viewing thoughts and feelings, and any mandatory graphic or legal elements. Review dates are noted for internal presentation and presenting to the client.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    21 views2 pages

    Creative Brief Template

    Uploaded by

    Dennis Franczak
    This creative brief outlines the key details and objectives for an advertising campaign. It identifies the client, campaign name, creative and operations leads, partner, and engineer working on the project. The brief specifies the overall program objective and strategy, the product or service being advertised, the target audience and demographic, the brand tone of voice, key differentiators, benefits, and single-minded proposition creatives should focus on. It also describes the desired post-viewing thoughts and feelings, and any mandatory graphic or legal elements. Review dates are noted for internal presentation and presenting to the client.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 2

    Creative Brief Date:

    Client Name Campaign Name

    Client Lead Job Number

    Creative Lead Ad Operations


    Lead

    Partner Engineer

    Program Objective

    What is the overall objective? (Strategy)

    What are we advertising? (Product)


    On what medium will we advertise?

    Who are we talking to?(Target Audience or


    Demographic)
    How should we say it? (Brand tone of voice)
    Key differentiator? (What makes this product
    or service different and valuable?)
    Key Benefits? (What are the primary benefits
    of the product/service)
    What is the one big thing we want to tell
    them/the single-minded proposition? (this
    is the one sentence creatives will go off of)
    Why should they support this? (Support
    points that substantiate the key proposition.)

    What do we want people to think/feel


    having seen the piece?
    Mandatories: (Ex: specific logos, graphics, call
    to action etc.)
    Date of internal present:
    Date to client:

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