You are on page 1of 7

Questions to Consider for your Creative Brief

Note: Assignment #1 has two parts. The questions below apply to the second part of Assignment #1 only. The first part is to do a brand analysis as described in the course outline. You may not be able to answer all these questions, nor will all apply to your brand. The questions below are primarily intended to be food for thought. You dont need to answer them, but you should think about them as you prepare a brief like the samples on the following pages.

1. Why do we need marketing communications? A brief overview of the client's current business situation and the problems that are being addressed by MarCom. 2. What do we want to accomplish? What is the marketing communications trying to do? What will happen as a result of this advertising? Be clear and realistic. Prioritize. 3. Who are we talking to? Demographic information, sure, but let's get beyond the "furs and station wagons" categories. Who is this person we are trying to focus on? 4. What do we know about them that will help us? What makes them tick? Why would they care about this product or service? What is their relationship to our brand? What is their relationship to the category? What is the product's role in prospect's broader context of life? What kind of language do they use? What experiences or anecdotes may help? 5. What is the main thought we need to communicate? NOTE: thought not thoughts. 6. What is the best way of doing this? OK, we know who the target is, what they're like, and the role this product plays in their life. We know the ONE thing we must communicate. Now, how would YOU do it? Come up with many possibilities. Give ideas that don't lock you in. Start your ideas with "Think about..." or "Perhaps..." or "Maybe..." Prioritize your ideas. Which of them might be more involving, motivating, emotionally linked to the target? Brainstorm with creatives. Show us how YOU would achieve the objective. This is your chance to demonstrate your creativity! 7. How do we know we're right? Support your ideas. What is it about this product or service that backs up the claims you're making for it? What facts backup your ideas? What research or other insight shows you're right? If its guesswork or just a hunch, thats OK. Just say its guesswork. 8. Details / Mandatories / Miscellaneous Are we missing or forgetting some little detail? Does the client require a special logo or colour to be used? Is there a weird spelling we need to be aware of? Has an address or phone number changed? Have we missed anything?

Sample Creative Brief


Product: Kodak EasyShare Camera Target Audience: Amateur photographers looking to capture lifes little moments, age 15 to 30. They have adequate disposable income to enjoy various events. The cameras are purchased as an introductory digital camera. These individuals do not have the time or the expertise to decipher various camera options. They live in a world that demands rapid results and they feel no differently about their photos. As a result of fast paced lives, these people feel that the every day is a memory to be captured. It is important to this market to be trendy therefore the EasyShares stylish configuration creates is appealing. Currently, females tend to be the major purchasers and users of these cameras as they are often more aware of the creation and retention of memories. Objectives: 1. Increase Kodak product usage in male target audience 2. Make the market aware that Kodak technology has become equivalent to competition 3. Reinforce Kodaks reputation for easy picture taking Key Consumer Benefit: Kodak allows the consumer to make everyday events become lifelong memories with just the press of a button. Support: EasyShare cameras offer much more than style and ease of use. Along with point-and-shoot photograph capabilities, these cameras have frustration free navigation menus. Buttons are clearly marked for actions such as downloading pictures from the camera onto a computer, sending pictures through email or printing pictures on an EasyShare printer dock 6000. Ranging from 3.1 megapixels to 6.1 megapixels, EasyShare cameras allow for various levels of image quality depending on consumer preferences. Prices for EasyShare cameras range from $199.95 US to $499.95 US. With optical and digital zoom, these cameras offer a wide variety of picture taking options without the fuss. All EasyShare models are ready to accept accessories such as printer docks and lens and filters. With built in memory capacity of either 16 or 32 megabytes and additional memory sticks available for purchase, taking pictures has never been so easy. Some models even offer the option of creating short real-time video clips. Personality: A 20-something woman, Kodak EasyShare Camera is tall and trendy. She is single, with no children. EasyShare makes every experience an adventure to be remembered. With lots of friends, EasyShare always has plans for the weekend. Relaxed, but not lazy, all eyes are on EasyShare with her out-going personality and her hearty laugh.

Sample Creative Brief


Product: ASPIRIN Arthritis 650mg Target Audience: Men and Women above the age of 50 who are health conscious are the target of ASPIRINs advertising. They lead busy lives and have surpassed the growing family phase. They are ready to concentrate on themselves and are seeking out the best products for their bodies. These individuals are well educated, many holding college or university degrees. For a typical health conscious individual purchase decisions are based on personal research, doctors recommendations and prior experiences with the product. It is likely that they have heard about the benefits as well as possible negative side effects of taking ASPIRIN. Objectives 1) Reinforce belief that ASPIRIN is a trustworthy brand that can help make daily activities easier with anti-inflammatory ingredients. (attitude) 2) Create awareness with customer that taking ASPIRIN for pain is acceptable while taking ASPIRIN Daily Low-Dose for prevention. (knowledge) 3) Increase baseline sales for ASPIRIN pain products. 4) Increase baseline sales for ASPIRIN Daily-Low Dose. Key Consumer Benefit: The product has been proven to extinguish arthritis and joint pain. ASPIRIN is also a key preventative measure in preventing cardiovascular disease. Support: ASPIRIN is a well-known brand among this age group. The trusted ASPIRIN shield is indicative of a quality product that fulfills its promises of delivering antiinflammatory benefits and extra strength potency that is second to none. ASA (Acetylsalicylic acid) otherwise known as aspirin, the main ingredient works by inhibiting the production of pain-enhancing chemicals (prostaglandins) found in the body. Customers trust the brand because it has fulfilled many areas of concern in both pain management and prevention tactics. The ASPIRIN line consists of regular strength, extra strength, stomach guard, childrens dosage, arthritis relief, cold and flu remedies as well as cardiovascular disease prevention. This particular segment would be best served with the ASPIRIN arthritis product as this is the period in the life cycle that most individuals have increasing aches and pains. Personality: The personality of the product as reflected through the advertising should be light-hearted, informational and sensitive. The usual over-the-counter analgesic advertising is focused on competitive comparisons, numerous facts and concentrates on the athletic abilities of their consumers. The tone of this advertisement should be lighthearted while promoting that this older target market needs to get back to what it is they WANT to do. Since the target market consists of conscious consumers, facts should be given in the advertisements, but this should not be the main feature.

The creative brief is the foundation of any advertising or marketing campaign. It's the treasure map that creatives follow, and it tells them where to start digging for those golden ideas. Or at least, it should, if it's any good. A good creative brief is hard to come by. A combination of lack of knowledge, increasingly tighter deadlines, bad habits, laziness, poor account management, bad creative direction, or all of the above, contribute to this document becoming an afterthought in many agencies. But done right, everyone benefits. So, although it would take a book to explain how to write a great brief, here is a step-by-step guide to getting on the right track. Difficulty: Hard Time Required: 1 - 2 weeks Here's How:

1.

Start With The Client A creative brief is an interpretation of the client's wishes. As a good account manager or planner, it is your job to extract everything you can from the client, and condense it. You want to know as much as you can about the product or service. So sit down, in person if you can, and ask every conceivable question. What, why, when, how much? Squeeze every last drop of info from the client. You'll need it. Use The Product Or Service This is crucial. If it's at all possible, get samples of the product you're selling. If it's a service, test it out. If it's a car, drive it. If it's fast food, go and eat it. Experience everything. The more you know, the better your brief will be. You can explain the strengths. You have personal perspective. Great advertising, like the original VW campaign, is based in the product. It's focuses on it. Soak it all up before you write.

2.

3.

Put Everything Down On Paper Or on your screen. But get it all down. Write about first thoughts you had, the goal of the client, the budget, the time line, the obstacles, and everything else that you have collected. Spew it all out, because you'll be using this to make a great brief.

4.

Organize Your Thoughts Now that you have everything you need to work with, it's time to start putting it into something useful. Every creative brief is different, but they share similar traits. Here are the most common sections of a creative brief, your information should go into these:

2.

Background Target Audience Objectives Tone of voice Single Minded Proposition (Also called USP, Key Message, Direction) Key benefits Reasons to believe Audience Takeaway Deliverables (Outdoor, Print, TV etc) Budget Schedule

Spend The Most Time Writing Your Single Minded Proposition Focus all of your energy on it. The rest of the information is just that really. It's information. But the SMP is the strategy behind the campaign. It's the arrow that points your creative team in the right direction. You need to boil down everything you have collected, talk to the creative director, other account people in your team, and get to the essence of the project. How would you sum it up in one succinct sentence? Do you know which creative team will be working on the job? If so, talk to them. They can help, and as they'll be working on the project, they should be more than happy to help you craft a great proposition. It makes their lives easier. Here are some examples of great SMPs:

There's More To Iceland Than Anyone Ever Knew - Iceland Supermarket

(HHCL/Red Cell) To Our Member's, We're The Fourth Emergency Service - The Automobile

3.

Association (HHCL&Partners) Don't Let Your Illness Cripple Your Family - Abbey Life Insurance (written by John Hiney at Payne Stracey) We're Number Two. We Try Harder - Avis (DDB)

Simplify, Simplify Now that you have a killer SMP and all the information is down on paper, it's time to get your red pen out and slash some ink. Lots of ink, actually. Your job here is not to impress people with how much research and data you've collected. Your creative brief should be just that - creatively written and concise. Cut it to the bone. Get rid of anything unnecessary. You're aiming for one page. There's rarely any need to go beyond that. All of that research you did, the product background, competitive ads, they are all support documents. They play no part in your creative brief.

4.

Get Feedback From Your Creative Director A good creative director will insist on seeing every brief that comes through the department. After all, it's his or her job to oversee the creative work, and the brief is huge part of that process. Don't just do a drive by, or email it, actually sit down and go through it. That way, you have time to take feedback, ask questions and get direction. Trust me,

5.

you will rarely hit it out of the park on your first effort, at which point, you'll be repeating steps 5,6 and 7 at least once more. Get The Client's Approval This is hugely important. At this point, showing the client is paramount, because you need their approval on the agency's direction for the campaign. Not the creative, but a direction. This is key. If, when the time comes to present the work, the client says "I don't like it, that's not what we wanted" then you can go back to the creative brief and say " actually, it is." The creative brief was signed by the client, they agreed to it, if they need different work, they need a new creative brief and, more importantly, you get more time. Plus, the work you've already done is billable, not throwaway. Finally, Present Your Brief In Person When you have a concise, creative brief that has approval from all parties, it's time to brief the creative team. Please, do it in person. Don't get lazy and send an email, or worse, leave a photocopy on the desk with "any questions, gimme a call" scrawled on it. This is not only your opportunity to start the project right, it also gives the creatives a chance to ask questions, clear up an possible gray areas, and feel you out on other issues that may come up. Follow these steps, and you should be well on your way to writing a brief that gets results, not just creatively, but financially. Go for it.

6.

What You Need

As much information as you can get about the product or service A notepad and a computer Plenty of time to think A quiet place to work

Article and research by DesiCreative reader Anas KA. Reprinted with permission from his site Kikkidu.


Brand: Hero Motocorp Owned by: Hero MotoCorp Ltd. (Formerly Hero Honda Motors Ltd.) Logo Designer: Wolff Olins

Design brief: The new logo stands for the new face of India that youthful energy and can do spirit. It is in true sense the Indian Catapult which signals that while it is deeply rooted in Indian values, it is also poised to go for global expansion a Leap of Faith. The new Catapult logo

Before discussing the logo, let us talk about the new TVC. The updated slogan that comes with the new logo is Hum mein hai Hero (A Hero lives in us). The new Hero Anthem TVC features our Mozart of Madras A R Rahman. The logo revolves around high energy and space. The colour red in the logo depicts continuity and change. It also depicts confidence. There is an H formed in the logo. The angular formation of H symbolises that Hero is no longer dependent on foreign expertise for its brands. It will be focussing on its own engineering capablities.

http://thebuildnetwork.com/leadership/creative-brief/ http://beloved-brands.com/2012/05/28/creative-brief/ http://eportfolios.ithaca.edu/rberger1/docs/Adcopy/Creative.pdf http://www.mohawkconnects.com/feltandwire/2011/02/08/the-creative-brief-10-things-itmust-include/