Format Instructions

1. Complete each section with your own ideas and content

2. Update the format of this template with your Client Brand in mind. Use their logo, colours, etc. Make it easy to read
and visual. Check your fonts, headings and line spacing for consistencies.
3. Make sure your CB is no more than 2 pages.
4. Remove these instructions

*BE CREATIVE!!! You don’t have to maintain this layout but you need to stay within 2 pages (plus references)

Creative Brief
Project Name:
Budget:

OVERVIEW/BACKGROUND:

What are we promoting? Why are we promoting it? Provide the background/basis for
opportunity and objective.

OBJECTIVES

What is the expected result of the campaign? (SMART Advertising Objectives)

COMPETITION

How is this different than others like it? How does the competition present themselves to the
market?

TARGET MARKET

Whom are we talking to? Demographics, psychographics, etc. Is this the first time we are
speaking to the audience?

CONSUMER INSIGHTS

What do we know about them that will help us? What does our audience think now, and what do
we want them to think? (these should be researched trends/facts)

POSITIONING STRATEGY

What positioning strategy are we using? Why this strategy? This should fit with the current
brand strategy.
Format Instructions

1. Complete each section with your own ideas and content

2. Update the format of this template with your Client Brand in mind. Use their logo, colours, etc. Make it easy to read
and visual. Check your fonts, headings and line spacing for consistencies.
3. Make sure your CB is no more than 2 pages.
4. Remove these instructions

*BE CREATIVE!!! You don’t have to maintain this layout but you need to stay within 2 pages (plus references)

KEY MESSAGE/PROMISE

What is our unique position? What is the single most important message that we want the
audience to leave with? (Creative objective)

SUPPORTING MESSAGE

What is the support for the key message? What supports the promise that we made? Why should
consumers believe you?

CREATIVE STRATEGY

What your tone, message appeal, creative execution styles should be considered?

MEDIA CONSIDERATIONS

List the types of media used for this campaign

MANDATORIES

Is there a brand tagline, message source or other brand elements that must be included?
Be specific.