CREATIVE BRIEF - TEMPLATE COMSTRAT 381: Creative Media Strategies & Techniques CAMPAIGN: TEAM: CLIENT & PROBLEM Who is our client? What do they stand for and why do they exist? CLIENT - Name, type of business, and location. BRAND - Current Brand Promise and Brand Personality CLIENT DETAILS - products/services, history, scope of operations COMPETITIVE CONTEXT - What market does the client operate in? Who are their direct and indirect competitors? What is the problem we are trying to solve for our client? Where are they today? What do they want to change? What is standing in their way? CONSUMER/CUSTOMER Who is our client seeking to engage with? CONSUMER (Potential Customer) or CUSTOMER (Current or recent) DEMOGRAPHIC - gender, age, income, etc. LIFESTYLE - activities, interests, passions, values MEDIA - what types of

Creative Brief – TEMPLATE · Web viewCREATIVE BRIEF - TEMPLATE. COMSTRAT 381: Creative Media Strategies & Techniques. CAMPAIGN: TEAM: CLIENT & PROBLEM. Who is our client? What

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CREATIVE BRIEF - TEMPLATECOMSTRAT 381: Creative Media Strategies & Techniques

CAMPAIGN:

TEAM:

CLIENT & PROBLEMWho is our client? What do they stand for and why do they exist?

CLIENT - Name, type of business, and location.BRAND - Current Brand Promise and Brand PersonalityCLIENT DETAILS - products/services, history, scope of operationsCOMPETITIVE CONTEXT - What market does the client operate in? Who are their direct and indirect competitors?

What is the problem we are trying to solve for our client?

Where are they today?What do they want to change?

What is standing in their way?

CONSUMER/CUSTOMERWho is our client seeking to engage with?

CONSUMER (Potential Customer) orCUSTOMER (Current or recent)DEMOGRAPHIC - gender, age, income, etc.LIFESTYLE - activities, interests, passions, valuesMEDIA - what types of media do they take the most time engaging with?INFLUENCERS - Who does this person interact with when engaging in decisions or actions relating to our client’s market?

What do they currently believe about our client’s brand?

OPINIONS - What are their current opinions about our client’s brand, product, and

Page 2: Creative Brief – TEMPLATE · Web viewCREATIVE BRIEF - TEMPLATE. COMSTRAT 381: Creative Media Strategies & Techniques. CAMPAIGN: TEAM: CLIENT & PROBLEM. Who is our client? What

services?INTERACTIONS - How does this customer currently interact with our client’s brand?

STRATEGYWhat is the strategic approach our client should take to engage with this consumer or customer?

BELIEVE - What do we want our customer/audience to believe about our client’s brand?REASON TO BELIEVE - What is the reason to believe that will get them to change their perceptions or beliefs?EVIDENCE - What evidence can we present to inform or persuade them?EMOTIONS - What emotions will resonate with them and inspire them to engage?WHERE TO CONNECT - What are the best ways to connect with them?ACTIONS - What specific actions do we want them to take?TAKEAWAY - What is the single most important thing that stands out based on our assessment?

SUCCESS MEASURES & DEADLINESHow will we execute our strategy and creative concept and measure its success?

SUCCESS - How will we measure the success of this creative concept?DELIVERABLES - What are the key deliverables, milestones and deadlines?CONSIDERATIONS - Is there anything else we should take into consideration?BUDGET - What is the budget?