MC4307-Creative Brief.ppt

MC4307-Creative Brief.ppt - 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 MC4307: Advertising Campaigns Emmeline Aguirre, MA The Necessity of the Creative Brief Provides a Framework Puts Expectations in Writing Is a Valuable Tool Developing the Creative Brief MC4307-Advertising Campaigns Definition Other Names Positioning Brief Design Brief Advertising Brief And Others Developing the Creative Brief MC4307-Advertising Campaigns
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2 Definition Written document Summarizes both the business and creative requirements Identifies main factors driving creative strategy Developing the Creative Brief MC4307-Advertising Campaigns 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 MC4307-Advertising Campaigns Types of Briefs Tailored to the client and the project Standard format Achieve the same purpose Developing the Creative Brief MC4307-Advertising Campaigns
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3 Types of Briefs Short-term or small projects may call for a simple request form. Franklin Bank Request Form Developing the Creative Brief MC4307-Advertising Campaigns Types of Briefs Long-term projects may require a more detailed questionnaire. Zimmerman Company Creative Brief
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MC4307-Creative Brief.ppt - Developing the Creative Brief...

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