（荐）客户工作布置.docVIP

Creative brief Client Brand/product Account group Creative group Job No./title Date TV radio press poster direct Promotion ideas Sponsorship/event in-store new media Background 背景 role of advertising 广告作用 In one sentence, what is the advertising trying to do for the brand/product? Target market市场目标人群 Describe the typical person we are talking to? Consumer insight消费者切入点 How do they currently feel about the brand/category/product? Advertising opportunity广告机会 In light of the above, how can advertising make the brand more desirable? Promise承诺 What is the single thought or idea that that the creative should begin from? Support支持 What emotional or rational support can help make the promise believable? Brand personality品牌个性 If the brand name came to life as a person, what sort of person would he/she be? Mandatories特别限制 Are there any musts or must-nots? Approval from client Internal review Presentation to client Layout Production budget Group account director Creative director General director Client 天天文档在线 联系qq：744421982