Advertising

Campaigns
Lecture 3
Advertising
Campaigns:
Creative Brief
Check this..
• https://digitalschoolofmarketi
ng.co.za/blog/how-to-develop-
a-good-advertising-brief/
 Definition
• A creative brief is a short document that sums up
marketing, advertising, or design project mission,
goals, challenges, demographics, messaging, and other
key details. It's often created by a consultant or a
creative project manager. The goal of a brief is to
achieve stakeholder alignment on a project before it
begins.

• It can also serve as a roadmap for creatives to follow

in order to stay aligned with the planned objectives,
audience, and messaging.
 How it works

• As the name implies, a brief should be

relatively short (think one to three pages)
and give a solid overview of what was
agreed on in the meeting. The person
writing it should be able to demonstrate a
high level of creativity and strategy. If you
still have questions, ask the client to clarify
before you begin writing the brief just in
case.
Elements of a
creative brief
1. Contact details

• As with any work intake form, specify who

the stakeholders are, list the contact details,
and spell out the role they each play in the
creative process.

• Do the same for your internal team. That

way, it’s easier to reach out with questions
at any point in the project.
2. Creative brief
template overview

• Questions to answer:
• What is this job about?
• Who are the stakeholders?
• Who are the assignees?
 3. The objectives

• Here’s where you summarize the goals of

this job. That way, if there’s any
disagreement over the execution of the
project, you can tie it back to the goals.

Questions to answer:

• What do the stakeholders wish to achieve?

• If it’s a customer-facing deliverable, what

action do you want the end user to take?
 4. The audience
profile

• This tackles the target audience. If you build a

complete picture of the audience that you must
persuade, then your creative team can do a better
job of tailoring their work to the audience’s needs
and concerns.

Questions to answer:
• Who are they, and where do they live or work?
• How will they be reached?
• What issues concern them?
• What do you want them to feel, think, or do?
 5. The execution
specifics

• Questions to answer:
• Tone: What is the tone of your written copy and
message? What adjectives describe the feeling or
approach? What do these adjectives mean to the
customer?
• Message: What are you saying with this job? Does
messaging need to be developed? What will the
audience remember at the end? What similar messages
are competitors using?
• Visuals: How will visuals help convey the message? Is
there a certain visual style the client wants? Are there
visuals in place already, or do they need to be created?
• Other details: List all deliverables and their
formats/sizes.
• Timeline, schedule, and budget: When do things need
to be done? How much will it cost?
 How to write a
creative brief
• Start with a project summary that gives a big-picture
overview of what the project is in the simplest terms, who
the project will help, and why it’s important.

• For example, a creative brief for a blog may read like this:
“Blog keyword research project aimed at building a
calendar of posts for small business owners who need
expert productivity coaching.”
How to write a
creative brief
• example of a creative brief for a fictional
company, Healthy Habits, which is
launching a new product: a fitness tracking
app.
How to write a
creative brief
• Project overview: Healthy Habits is launching a new fitness
tracking app aimed at encouraging individuals to adopt
healthier lifestyles. This project involves creating a
comprehensive marketing campaign to promote the app.

• Objective: The objective of the marketing campaign is to

generate awareness about the new fitness tracking app, drive
app downloads, and encourage user engagement.

• Target audience: Our target audience is a group of health-

conscious individuals aged 18–35, who are tech-savvy and
interested in tracking their fitness progress.
How to write a
creative brief

• Unique selling proposition: Healthy Habits fitness

tracking app not only tracks your physical activities but
also provides personalized workout and diet plans
based on your lifestyle, preferences, and goals.

• Message: Empower your fitness journey with Healthy

Habits — a personal fitness companion that adapts to
your lifestyle.

• Tone: The tone of the campaign should be motivational,

empowering, and friendly.
 Deliverables

• Social media campaign: A series of engaging posts for

Instagram, Facebook, and Twitter
• Email marketing: A planned sequence of emails to our
subscriber list introducing the new app and its features
• Website content: A website update with new product
information and promotional banners
• Blog posts: Three informative articles about the benefits of
fitness tracking, encouraging readers to use our app
• Press release: An announcement to media outlets with all
the key details of the new product launch
 How to write a
creative brief

• Timeline: The project should be completed within a

three-month period, starting from the first week of
January to the end of March.
Exercise
• In a real world situation, much
of the information on a creative
brief would come from the
client. But, for this exercise,
you’ll play both client and
creative professional, and make
up answers for your fictional
client.