A Very Brief Creative Brief.

Posted by truecreek on February 10, 2009 under Opinions. Everyone has them. | Be the First to Comment

Here’s a good start for your next creative brief.

Background/Overview:  Why are we advertising?

Target audience:  Who are we talking to?

Target audience:  What do they currently think?

What is the objective, the purpose of the ad?

What do we want to say?

What distinguishes us from the competition?

What are the supporting rational and emotional ‘reasons to believe?

What type of relationship do we have with our customers, stated in human terms?

What have we done in the past that has been the most productive?

What do we need and when do we need it?

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