ADVERTISING CREATIVE BRIEF TEMPLATE

1 BACKGROUND Describe the brand/ product/ or services DNA. Clearly describe the values/ attributes which define the brand and form the basis of the relationship consumers have with it. Describe the values/attributes the brand seeks to develop (if relevant). What is the current situation relevant to this communication? Strengths (current) Weaknesses (current) Opportunities (future) Threats (including competitor analysis) (future) Why do we need new communication? What do we want this communication to achieve? BUILD THE BRAND CREATE BUZZ DRIVE SALES - Entrench the identity of the brand? - Consolidate an already-held market position? - Increase awareness? - Change a mindset? - Is it a new launch? - Respond to a competitor? Or pre-empt a competitor? - Alter the identity of the brand? - Communicate a benefit? - Achieve greater market share? Combination of any of the above? What is the current perception of the brand? Who are we talking to (the core group, and the secondary group)? Demographics (women, 18-25 years, Maori, suburbs, etc.) Psychographics (self-confident, active, socially connected, time spent with children, etc.) Attitudes/ common mindset (how do they view and relate to the brands category?) - What is their current relationship to the brand? - What is the clients desired relationship? What is the human truth related to the brand? What do we know about the target market that will help us understand them? Based on this insight, whats the single most important thing we want the target market to take out of this communication? (may be an emotional proposition) What information or reasoning will make the target market believe our single-minded promise? How should the communication look, feel and sound? What is the language/posture/personality/ body language? (serious, cheeky, informative, educational, hard-hitting etc.) TV, cinema, radio, print (mag./ press), outdoor (billboard/ poster/ street pole/ bus shelter/ ambient), digital media (web, mobile, viral, social networking, interactive), direct, brand activation, sales promotion, in-store, below-the-line, integrated/ innovation Non-negotiables, brand equities, logo, slogan, colours.

S.W.O.T. ANALYSIS OF THE BRAND/ PRODUCT / or SERVICE BUSINESS OBJECTIVE & COMMUNICATION OBJECTIVE

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KEY ISSUE TARGET MARKET

INSIGHT

SINGLE-MINDED PROMISE/PROPOSITION SUPPORT TONE

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MEDIA (Ideally the creative influences media choices) MANDATORIES

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