Exceptionally good creative is a result of extremely well-thought out strategy. And the sun rises in the east. Nothing new, I admit, but good creative development process begins with a well-written creative brief. How to write a good creative brief is the subject of this edition.
Advertising professionals, excuse me please. You guys probably know how to write good briefs. But for those who wish to access a good template here is the format from one of world’s most respected ad agencies – BBDO. Here goes it.
Assignment: The job on hand
– Campaign / Single ad
– TV commercial – Length
– Print ad – Size, Colour
– Newspaper or magazine
– Outdoor, Promotion, Radio, Integrated Campaign
– What do we have to do, what’s the budget, and when do we have to do it by
Include relevant data
Target: For whom our brand will be a viable alternative
– Not just demographics – psychographics
– What are they like as human beings?
– What are their hopes, fears, and ambitions?
– What do they expect from the category?
– How do they use it?
– What needs do they have that aren’t being met?
Be as informative and as insightful as possible
Competitive Frame: Who is our competition?
-What are they saying?
– What is the source of business?
– What will the consumer do or buy if they don’t buy us?
Not just a list of brands – could include habits and attitudes
Consumer Belief: The deeply held perceptions and feelings
– What is the single most important thing our prospects believe or feel about our brand or the category?
What is it that the advertising must change or reinforce?
Marketing Objective: The things that we are aiming for
Be as specific and clear-cut as possible.
Advertising Objective: What we want to make happen due to advertising
– Raise awareness
– Put on list
– Encourage trial
– Repeat purchase
– Change perceptions
– Reconsider our brand
– Use it more often
– Use in a new way
– Remain satisfied
Be specific, again.
Key Selling Message: The one thing we want to tell them
– In the light of the Consumer Belief in the defined Competitive Frame, what is the single-minded promise we will make to the defined Target that will persuade them to act in the way that will achieve the Advertising Objective?
– What do we want them to think, feel or believe as a result of the Advertising?
What do we have to have an idea about?
Support: Relevant reasons why we can make the promise
– Competitive physical or perceptual advantages
– Not just a list of features, or of all the brand’s good points
The reason to believe our claims.
Brand Personality: Aspect of personality that the ad must reflect
– A brief, vivid description
– Not just a list of adjectives
Preferably, describable by one word or phrase.
Budget / Timing: The budget for the whole exercise
What are the time frames?
Mandatory Inclusions: The musts or must nots be included in the ad
– Legal restrictions, logo usage, campaign themes
– The fewer the better
None, if possible!
Criteria for Evaluation: Measurable action points
The parameters by which the creative would be evaluated.