Advertising is a problem solving business.
Creating a campaign is a problem solving exercise and the brief is a tactical plan that will help you find creative solutions. A strong strategy also defines objectives, goals, and aims.
Strategic thinking is at the heart of creativity, and combining it with creativity wins new business.
Creatives usually start their briefs with a clear proposition statement that identifies the offer they’re promoting.
It’ll be helpful if you think about your prospect’s day and consider the type of media they’ll encounter when writing a brief.
So, what does a basic brief template look like?
Creative brief template
Answering these 12 questions will help you build out your brief template.
- What is the ad selling?
- What must your ad achieve?
- Who is the target audience member?
- How will your ad help your company achieve its bigger objective?
- What’s the hook that’ll attract your target audience?
- Why does the product matter?
- What other companies want attention from your market?
- What are the legal requirements that must appear in the ad?
- What three adjectives best describe the campaign’s tone of voice?
- What emotions should your audience feel after interacting with your ad?
- What action should they take?
- Where will your ad appear?
Copywriting revolves around organising notes and discarding useless information.
A great brief that outlines a target audience profile and the core message to be communicated will attract customers. Using these elements to figure out why a person would buy what you’re selling simplifies the creative processes.
Key takeaway
Break the brief down into clear segments that identify the audience, message, key campaign details, and tone of voice to be used.
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