The Creative Brief
August 23, 2010 § Leave a comment
Now, lets say you’ve properly defined your goals and have identified the proper advertising mix to help your campaign. You have to go to your agency and ask them to develop a “great ad campaign”. How to do it?.
As in the Research Brief, for every campaign, a brand manager must deliver a Creative Brief. This CB is the link between the Brand’s Strategy and the Creative Process (which finally leads to the art production and the ads delivery).
As you may see from the image below, the creative process requires lots of people involved in a campaign development and during this process the objective required by Brand Management could be mistaken or misunderstood. During these exchanges of information the client request in the form of the creative brief is the only rule that every person in the team must respond to.
- What the client wanted.
- The way he/she explained it.
- what accounts understood
- how they explained it.
- what the creative imagined
- the budget given (assigned)
- the elements that the art department received
- what the agency charged for
- the client’s follow-up of the project
- what the client really needed
To avoid this from happening a well-thought creative brief must be created in order to guarantee great campaigns results.
A well-structured creative brief must contained:
- Background: As in a research brief, it compiles a short summary of the brand’s recent behaviour in the market it competes, the consumer’s behaviour to the brand, recent product launches, etc.
- Project Description: This would be a statement that includes the final objective of the marketing strategy.
- Communication Focus: States what the brand wants to communicate, a unique sales proposition, a sales tag, what the campaign pieces must include or highlight.
- Target: As in a research brief, it states the specific group of people who the campaign is supposed to reach. It should include a list of Behavioural Insights that “the creatives” can use to identify them.
- Campaign Objective: States what the consumer must think after they have been exposed to the campaign. Because this is a Creative Brief, the objectives can’t be of internal results (such as sales burst), they must be measurable and independent to company’s capabilities.
- Reason Why: States what makes the idea believable, what the brand has to offer. It’s the relationship between the consumer (insights) and the brand (or its potential). Should not be product attributes but brand attributes.
- Competitive Environment: Includes a short list of recent activities (branding and promotional) of the main competitors.
- Tone of the Campaign: It should reflect the style of the campaign or what the brand wants to project through this communication. (e.g.: Confidence, Dynamic, High Impact, Family, Modern, Etc.).
- Media to be used: Include Mass Media (TV, RADIO, WEB, BILLBOARDS) and custom-made pieces (Direct Campaigns, Point of Sale and POP requirements, Stands, etc.)
- Execution Mandates: These are brand guidelines that MUST be followed at all times (e.g.: Logos, Legal Text, Colors, Etc)
In the creative brief the manager’s signature may be excluded as there is going to be a creative pitch and the winning idea must be selected (with the decision-making managers participation)