MC4304-Creative Brief

MC4304-Creative Brief - Developing the Creative Brief...

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1 Developing the Creative Brief Successful Creative Briefs: Linking Business Objectives and Creative Strategies Emily Ruth Cohen and Daniel Kelly, Aquent Consulting MC4304: Advertising Portfolio Emmeline Aguirre, MA The Necessity of the Creative Brief Provides a Framework Puts Expectations in Writing Is a Valuable Tool Developing the Creative Brief MC4304-Advertising Portfolio Definition Written document Summarizes both the business and creative requirements, detailing overriding business objectives Identifies main factors driving creative strategy Developing the Creative Brief MC4304-Advertising Portfolio
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2 Definition Answers 3 questions: What benefit are you promising? What’s your selling argument? Who is your target audience? Why should your target audience believe your advertising promises and/or arguments? Developing the Creative Brief MC4304-Advertising Portfolio Types of Briefs Tailored to the client and the project Standard format
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MC4304-Creative Brief - Developing the Creative Brief...

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