Creative Brief

Campaigns
Positioning, Strategy
Kevin Kearns
473.2
1-28-2013

Thursday, February 28, 13

Develop the strategy

Write the brief

Write the ads

Thursday, February 28, 13

Creative Brief and the Big Idea

What is a creative brief?
The most important piece of paper the account team produces
All the information that must be conveyed by the advertising
A contract for you, the Creatives, and the Client.
A team effort

Thursday, February 28, 13

Creative Brief and the Big Idea

What it isn’t ...
Set in stone
A place to show off every fact you know or marketing term you’ve ever learned
Sole property of the planner
Primarily for placating the client

Thursday, February 28, 13

Creative Brief and the Big Idea

What makes a good brief?

Direction + Inspiration

Thursday, February 28, 13

Creative Brief and the Big Idea

Direction
What is the one thing you want the advertising to say?
If you can’t explain it to your friends in one sentence, start again.

Inspiration
The most powerful advertising contains insights that truly resonate with the consumer
One important insight should be at the heart of your brief

Thursday, February 28, 13

Creative Brief and the Big Idea

Why briefs go astray ...
“I didn’t have time”
“The Client made me write it this way”
“There was nothing to say”
“We didn’t have enough information”
“The account team couldn’t agree”

Every new campaign is an opportunity to reinvent advertising
Thursday, February 28, 13

Creative Brief and the Big Idea

Some general advice
Get your story straight beforehand
Take your time
Keep it focused
Be concrete, not abstract
Speak english

Thursday, February 28, 13

057_Viewpoint_2 27.08.2002 10:25 Uhr Seite 20

If the Pope had simply asked Michelangelo to paint the ceiling, it is unlikely he would have gotten this.

Jeremy Diamond

If the Pope had simply asked Michelangelo to paint the agony and the ecstasy. unlikely he