Need help writing a creative brief? We’ve got you covered.
At Delphic, we try to launch campaigns that not only drive more consumers to our clients, but strengthen their reputations as well. It’s important to identify exactly what the client’s brand must accomplish with its marketing and advertising to carry out a successful campaign. The way we plan this strategy for our clients is through a creative brief. A creative brief is basically a short, concise memo identifying what message the brand needs to get across, who needs to receive the message and how the message can be delivered.
What is a creative brief?
While it seems and looks simple, a creative brief involves a good amount of research about the brand and its target audience. We like to use a one-page brief that covers every important aspect of the brand, its audience and its message. This format, adopted by the great Leo Burnett, gives the creative team everything it needs to succeed in the most compact and concise arrangement. Here are the seven steps that we use to complete our briefs:
1. Identifying what we want the advertising to do
- First, identify what the brand needs to accomplish with its advertisements.
- Identifying what the advertising needs to do for your client allows you to adopt a focused strategy and effectively target the rest of your brief.
- EXAMPLE: Does the brand want to introduce a new product as the most exciting product in the industry? Does it want to let the consumer know that it is the absolute best at a certain niche service? These are things you need to figure out.
2. Identifying the target audience and key consumer insights
- Identifying the target consumer is something that should always be done before launching a campaign.
- The company should always know who they are targeting so they can tailor their advertisements effectively.
- It is important that you do some heavy research into your client’s target audience and develop some key insights about that audience. This way, you can use these insights to grab the attention of these consumers.
3. Describing the brand
- Know the brand’s personality and essence.
- If the brand doesn’t already have an established personality, you can create one using some research and consumer insights; this way, your brand has a personality that its target audience can identify with.
- EXAMPLE – Old Spice: Ad agency Wieden and Kennedy was able to target Generation Y by developing a humorous and confident personality through Old Spice’s new spokesperson Isaiah Mustafa.
4. Identifying the single most important thing the consumer should take out of the advertising
- This single thing is effectively your ‘big idea’ or ‘big concept’. It is the one thing that will unify your entire campaign. It could be used as a tagline or just an overall thought/idea that each tool in your campaign will convey.
- This is the most important part of your campaign, because it is the idea that will sell the product or service.
5. Make it believable
- A big idea is great, but in order for the client to be truly excited and accepting of your proposal, you must show how you can make that idea believable.
- Think about how you can make the consumer affirm the idea that you are trying to put in his/her head. In what way will your advertisement convey this concept effectively?
6. Identify anything else that can help the creative team
- Let the creative team know if there is anything else that could help them create exciting and effective ads.
- This last thought is usually some sort of insight that the creative team can use to further persuade the target audience.
7. Executional Mandatories
- Develop some definitive mandatory steps that must be taken to ensure that the ads are displayed as effectively as possible.
- EXAMPLE – Geico: every one of their commercials has the logo and website clearly displayed at the end of it; this was no doubt included as a mandatory on the crea
tive brief for that campaign.
Developing a creative brief for a campaign is one of the best account planning practices an agency can use. It helps to solidify the exact plan that must be taken to ensure the launch of a successful campaign. We here at Delphic work to create unified campaigns that communicate ideas and insights developed from our planning. It’s the key to getting that believable message out to the right audience at the right time, giving our clients the edge against the competition.
Got that? Well in case you didn’t, let us help you. Check out so examples of how we were able to transform a creative brief into world-class work. Click here to view our client profile or contact us directly and we’ll talk about what we can do for you.