MKTG 4518: Creative Briefs Lecture 5 PDF

MKTG 4518:Creative Briefs Instructor: Kelsi Tsatouhas Lecture 5 October 2024 Agenda What is a creative brief Why do we use creative briefs How to develop a successful creative brief What is a Creative Brief A Creative Brief is… A concise document...

MKTG 4518:Creative Briefs Instructor: Kelsi Tsatouhas Lecture 5 October 2024 Agenda What is a creative brief Why do we use creative briefs How to develop a successful creative brief What is a Creative Brief A Creative Brief is… A concise document that outlines the strategy and key information needed to develop creative assets. A Creative Brief is… An outline that marketers draft to describe what will be contained in final deliverables for their clients. A Creative Brief is… Used for many marketing purposes: Major brand campaigns Photo/video shoots for web content Graphic design requests  “The brief is designed to be an act of reduction, of summarizing as succinctly as possible, the very essence of a product or service’s most desirable attributes. Howard Ibach, How To Write an Inspired Creative Brief The more restrictions you have, the easier it is to write A good Creative Brief Brief is… Focused Strategy-focused Complete Iterative—until signed off on by the client A contract Part of the briefing process A communication tool Why do we use creative briefs Team Activity Laptops closed and papers out! The purpose of To communicate the goals and direction for a creative project Creative Briefs Align all parties on project goals and desired outcomes Align all parties on strategy Reduce friction and increase efficiency Set the framework for a project (timelines, relevant departments, budgets)  How to develop a successful creative brief Potential Elements of a Creative Brief 1. Project Name 10. Attitude/Tone/Style 2. Company/Brand Background/ Context 11. Call to Action/Desired Behaviour 3. Project Objectives 12. Assets/deliverables 4. Key Challenges/What Does the Audience Think Now? 13. Distribution/Channels 5. Target Audience 14. Essentials/Mandatory Elements 6. Competitors 15. Budget 7. Key Insight 16. Team/RACI/Approval Process 8. Key Message 9. Key Consumer Benefit 17. Dates/Timelines Information about the client to give context to the project What is the goal or objective of this campaign? Make it S.M.A.R.T. Who is the campaign trying to reach? Include demographics, psychographics, etc. Budget for the overall project determines how many hours an agency will spend Provide an understanding of the client’s competitive landscape What action do we want our audience to take upon seeing our creative? For example, visit the company’s website, sign up for the newsletter, visit a store, etc. What is the key message we want to convey? Likely tied to consumer benefit Where will this creative live? Billboards? Posters? Digital ads? What makes the Creative Brief process hard? The Creative Brief process The agency process Present creative assets to the client for review and approval Creative team develop creative assets Account Manager Internal creative review translates brief for between Account creative team Manager and creative Call or meeting team Client submits between Account the brief to the Manager and creative agency Call or meeting team to review brief between the client Client-side research and agency to & creative brief review the brief development Creative Brief Examples Reverse Engineering a Creative Brief Potential Elements of a Creative Brief 1. Project Name 10. Attitude/Tone/Style 2. Company/Brand Background/ Context 11. Call to Action/Desired Behaviour 3. Project Objectives 12. Assets/deliverables 4. Key Challenges/What Does the Audience Think Now? 13. Distribution/Channels 5. Target Audience 14. Essentials/Mandatory Elements 6. Competitors 15. Budget 7. Key Insight 16. Team/RACI/Approval Process 8. Key Message 9. Key Consumer Benefit 17. Dates/Timelines Potential Elements of a Creative Brief 1. Project Name 10. Attitude/Tone/Style 2. Company/Brand Background/ Context 11. Call to Action/Desired Behaviour 3. Project Objectives 12. Assets/deliverables 4. Key Challenges/What Does the Audience Think Now? 13. Distribution/Channels 5. Target Audience 14. Essentials/Mandatory Elements 6. Competitors 15. Budget 7. Key Insight 16. Team/RACI/Approval Process 8. Key Message 9. Key Consumer Benefit 17. Dates/Timelines Potential Elements of a Creative Brief 1. Project Name 10. Attitude/Tone/Style 2. Company/Brand Background/ Context 11. Call to Action/Desired Behaviour 3. Project Objectives 12. Assets/deliverables 4. Key Challenges/What Does the Audience Think Now? 13. Distribution/Channels 5. Target Audience 14. Essentials/Mandatory Elements 6. Competitors 15. Budget 7. Key Insight 16. Team/RACI/Approval Process 8. Key Message 9. Key Consumer Benefit 17. Dates/Timelines Midterm exam next week Midterm exam: Tuesday, October 15 Labs this week are cancelled, office hours extended to: ○ Today 1-3:30pm ○ Thursday 10:30-1:30 ○ Please email me to book a time