Creative Strategy Monday, February 20, 2012 10:05 AM You have a strategy. Now what? • Strategy is how we get from where we are to where we want to be. • How we actually get there requires tactics. • Tactics come to life through creative development. o Creative teams create these tactics (Art Directors/Copywriters). o Account Planners and Account Managers communicate the strategy to the creative teams via a creative briefing. o The physical document that accompanies and guides the briefing is called the creative brief . • 1 page long • Used to inform, inspire and guide the communications development process • Provides essential info to the creative team • Brings the strategy to life • Sparks creativity • Anchors/focuses development ** A good creative brief is… • Based in thorough research and analysis • Rooted in final, approved strategy (approved by the client) • Brief • Insightful • Understandable - "Speak Human" • Single-minded • An idea generator • Executable ** A good creative brief is NOT… • The first draft of creative execution • A record of everything we know about the category, the consumer or the product o Bring your back-up info to the briefing - it does not belong on the brief • Simply a piece of paper o Make it come alive! Be creative! o GET OUT OF THE OFFICE - unless you are creating an ad to sell office supplies to ad executives **Common Elements of a Creative Brief • Goals and objectives o What are the goals/objectives of this particular campaign • Ex) to increase brand awareness by 50% • The challenge • Strategy • Target audience • Key consumer insight • Consumer challenges/barriers
• Single most important message • Supporting messages • Call to action • Media vehicles • Timing • Budget considerations • Evaluation criteria
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