69：TOTAL BRANDING CREATIVE BRIEF（40页PPT）.ppt

CREATIVE BRIEF WHAT IS THE CREATIVE BRIEF AND FOR WHOM? A stimulating summary of creative objectives A stimulating, creative first step that sets objectives (and paves the way) The last stage in strategy development that forces decisions An agreed basis for judging Who is the most important? The Creative Team KEY SECTIONS OF THE CREATIVE BRIEF What is required? What do we expect this advertising to do? What helpful insight do we have about our audience? What single minded response do we want from this advertising? What could the best evidence to help stimulate this? What aspects of the brand’s personality are important to this advertising? What is the Branding Idea and how does it work? Are there any other Branding Properties that could help? What Is Required?(Including Practical Guidelines) Exactly what creative work is needed? Not only media format but also requirements the creative work should be able to meet:“a new advertising property that is going to be able to work in television and press” “a poster campaign that relates to an existing television commercial” What Is Required?(Including Practical Guidelines) Practical guidelines There may be clear “rules” or limitations - summarise them: Clients opinions Advertising history of the brand The way products are used / shown Limited production budgets BREAD CREATIVE BRIEF What is required (including practical guidelines)? A new generic campaign for promoting all bread on television (30’) and on posters, recognising that white bread must feature prominently. What Do We Expect the Advertising to Do? A clear statement of what the advertising has to achieve Consider what effect the advertising will have on people Although often multiple advertising objectives: focus on main task of advertising Specify how we think the advertising will meet the objective BREAD CREATIVE BRIEF What do we expect the advertising to do? Convince people that bread is a good deal more nutritious than they thought so