Professional Documents
Culture Documents
Date
WHAT DO THEY NEED TO KNOW? WHAT DO THEY NEED TO FEEL? WHY WOULD THEY CARE?
Product facts are not usually decisive Emotive campaigns usually sell What will we provide them that they
when people choose between brands, harder. What emotional response are will talk about, share or find useful?
but if they are list them here, or attach we looking for? (Avoid clichés like
an addendum to the brief. ‘friendly’, ‘trusted’, etc.)
MANDATORIES CHANNELS
Are there are any immovable client ‘Must have’ or ‘Never Which channels will best reach and influence our
do’ that the creatives should know about? audience (think beyond just communication channels)?
Creative Development Time Final Review Date Client Presentation Date Final Deadline Production Budget