英语课件模板how-to-write-a-creative-brief.ppt

How to write a creative brief Agenda What is a creative brief? What a creative brief is not. How to write a creative brief. Some examples. Your turn. What is a creative brief? cre·a-tive (krea tiv), adj. 1. having the quality or power of creating. 2. resulting from originality of thought; imaginative. brief (bref), adj. 1. lasting or taking a short time. 2. using few words; concise: a brief report. 3. abrupt; curt. 4. a short and concise statement or written item. A creative brief is not… A list of instructions. A checklist. A form to fill out. A copy and paste job. An easy document to write. How to write a creative brief Job description Target audience Objectives Single minded proposition Substantiation Key response Desired brand character Mandatory inclusions Job description What do you want the creative team to produce? A banner campaign? An email? A website? Tip: This is one sentence. Not a background essay! Target audience Men aged 35 and over with a large household income. Michael Jackson Clint Eastwood Richard Branson The bottom line: You need to provide more than just demographics. You need to get inside the consumer’s head. Target audience Who are we talking to? How old are they? Are they male or female? How much money do they make? What do they read? What TV shows do they watch? What do they think? Feel? What are their likes? Dislikes? What are their dreams? Their biggest fears? What kind of house do they live in? What kind of car do they drive? What sort of job do they have? Where do they shop? Are they customers? Prospects? Do they love our product? Hate our product? Why? How does the product fit into their lives? What makes them tick? Target audience Lovable – an example (18-30yrs): Sarah has been with her boyfriend Michael for the past 2 years, she’s strong, confident and has attitude. She enjoys going camping just as much as she enjoys their yearly trip to the Lake District where they stay in a cottage wit