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GRAP 2412 - Agency Creative Brief Page 1 of 1

GRAP 2412 Practice and Theory of Creativity

Agency Creative Brief

Prepared by (your name):

Pinterest user name/ URL:

Company/ Brand/ Product:

Date of Brief:

Client Backgrou nd

Start from general to specific unique information that can help trigger a creative big idea.

Brand/ company history and insights; values; mission-vision; etc.

Global campaigns thats made the brand successful/ unsuccessful so far?

Key Facts

S.W.O.T. (Internal and external concerns).

IncludeProduct Attributes, Features & Benefits.

What do we know about the market place where this campaign will be implemented?

The Big Idea

Provide a surprising solution for your client/ consumer problem.

What will create interest, inspires people, gives drama, makes it memorable, etc.?

Product oriented or consumer oriented strategy? What specific approaches?

Give a catchy name for your campaign theme.

Key message of this campaign

Provide S.M.A.R.T. Objectives

Single-minded proposition (what are you promising the target audience?)

Who are we talk ing to?

Demographics, Psychographics, Buying Behaviour and Benefits Sought.

What do we know about them? Provide information to the extent they are known or can be intuited.

How can using the product/ service help make their lives better (Example: Find a human brand purpose).

What should th e tone or mood o f the advert is ing be?

Creative techniques (start by looking at the 37 suggestions on the creative techniques list).

Emotion, mood, personality, tone of voice.

Are there any Mandator ies we mus t account for in th is advert is ing?

List any logos, existing tagline/ slogan or compulsory information that must be included.

What are some of the limitations enforced by various ethics and compliance issues that can affect the adaptation of thecurrent Global campaign? (Specific Advertising Law in the country of release)?

Or unofficially (such as client preference).

Del iverables/ Budg et est imate

Give detailed descriptions of the advertising media you plan to produce (e.g. 1 x TVC, 2 x billboards, 3 x product samplingevent, Integrated Marketing Communications, Customer Relationship Marketing, etc.).

Include story line narrative, look and feel, visual image requirements, mechanics of competition, event program, etc.

Make sure deliverables assist in the measurement of the objectives.

Timing/ Deadl ine

The timing/ schedule for the campaign.

Campaign period? Launch date significance?