Page 1 Client Brief客户概略 Client 客户 Job Code 工作代码 Date 日期 Assignment 任务 Client Team 客户团队 1. What is the Business Result? What’s the client ultimately trying to achieve? 商业目标是什么？客户最终想要得到什么？ The specific and measurable goal the client is trying to achieve from a business perspective. 从商业角度来看，客户想达到具体和可衡量的目标。 2. What is the role communications should play to help the client achieve its Business Result? 在帮助客户实现商业目标的过程中，传播应该起到一个什么作用呢？ This statement – and yes, one sentence will usually do – should be measurable, specific and concise. 一句话可以概括，那就是可衡量的，具体的，简明扼要的。 3. What are the communications issues standing in the way of the Business Result? 什么样的公共关系议题阻碍商业实现目标？ These should be prioritized issues that communications – and B-M – can impact. To help identify the specific issues, use a Force Field Analysis, which can be found on InfoDesk. 沟通影响力是应该优先考虑的问题。可以用力场分析去帮助明确具体的问题。 Page 2 4. What is the most important general message this campaign should deliver; e.g., a specific value proposition, a differentiated platform, a key benefit or news hook? 传播活动所要传达的最重要的信息是什么？例如，一个特定的价值主张，一个差异化的平台，一个至关重要的利益点或引人关注的新闻？ Define the client’s critical message or chief differentiator if they only had 15 seconds with the target audience. 如果他们只有15秒与目标受众交流的时间，那么首先确定客户的关键信息或者是主要的区别点。 5. Who is the primary target audience(s) that will help the client achieve its Business Result? 谁是主要的目标群体可以帮助客户达到商业目标？ Include any specific demographics and psychographics about the target audience. 包括具体有关目标受众的人口统计数据和心理信息。 6. What does the primary target audience think, believe or understand currently? 主要目标群体通常在想什么，相信什么？ Write this statement in first person: in other words, bring the target audience to life. 以第一人称作陈述：换言之，把目标受众带到生活中来。 7. Who is the competition? 竞争对手是谁？ Outline the other companies – real or perceived – that compete for the target audience’s share of mind. 略述其他的公司-实际或预计-与其竞争目标受众的份额。 8. What are the opportunities to leverage, especially those which differentiate the client from its competition? 机遇是什么？特别是区别其他竞争者的优势 These should be prioritized opportunities. To help identify the specific opportunities, use the Force Field Analysis, which can be found on InfoDesk. 这些应该是优先的机会。运用立场分析去帮助明确具体的机会。 Page 3 9. Who are the influencers that will impact the primary target audience? 谁将影响主要的目标受众？ This should be groups of people or organizations who influence behavior. Try to move beyond “media, friends, family and colleagues” – e.g., which media will make the most impact? 将是群体的人或者组织影响行为。试着超越媒体，朋友，家庭和同事的范围。例如：哪一类型的媒体影响力最大？ 10. What do we want the target audience to think, feel or do as a result of the campaign? 作为活动的结果，我们期望目标受众如何去想，去感觉，去做？ Write this statement in first person: what do we want them to believe, realistically. 用第一人称去陈述：实际上我们想让他们去相信什么。 11. What are the rational and emotional reasons to convey through campaign messages to change the target audience’s behavior or thinking? 通过传播活动去传递信息以改变受众群体的行为和想法，理性和感性的理由是什么？ These are the facts the client would say to the target audience to persuade them to act differently. 客户会说服目标受众他们表现的与众不同。 These are the subjective feelings that the client would communicate to motivate the target audience to behave differently. 主观的感觉是客户将与目标受众沟通，激发他们使其行为与众不同。 Client approval:客户批准 Page 4 Client Brief客户概略 The Client Brief is the primary tool which int’l PR agency uses to gather and capture in one document all of the critical client understandings developed through research and analysis, including conversations with the client and target audience. By putting all of the information in one spot, the document can be easily shared with the client team, as well as the client, to prepare everyone for any type of strategy or creative session. The Client Brief will help to clarify the client’s and team’s thinking, raise questions about the current state of affairs, and identify gaps in information that need to be researched and defined prior to the development of an overall communications campaign. 客户概略是国际公关公司的主要工具，用同一个文件夹研究和分析主要客户的信息，然后汇总。把所有的信息集中到一个点，该文件很容易同客户团队分享，包括与客户和目标受众的交流。同样，客户可以为每一个人准备不同类型的战略和创意。客户概略，将有助于理清客户和团队的思维，关于现在的状态提出问题，根据调查研究过的信息找出差距，确定一个全面的沟通活动。 How to Use It 如何运用它： 1. The Client Brief should be completed by the client team at a group meeting, so everyone can share in the knowledge and research from the beginning of the campaign’s development. It will save time and resources if the team develops the brief together – even more so, if the client can be part of this process. 客户概略应该在客户团队的小组会议上完成。这样每一个人都可以共享在活动初期所进行的调查。如果每一个团队都能一起运用这个工具，甚至是如果我们的客户也能参与其中，那么将会节省很多时间和资源。 2. In general, the questions follow the Perception Management methodology, but more importantly, they ask the basic questions which a team must have answers before it can develop a strategic or creative campaign or presentation for the client. It’s also important to remember not to just write answers from the research results, but to apply insightful thinking to make the general knowledge relevant to the client’s situation. 一般来说，问题是随着认知管理方法而出现的，但更重要的是，他们问的基本问题，其中团队必须有回答，然后才可以制订一个战略或有创意的活动，或介绍给客户。同样要关键记住的一点就是，不要仅仅从研究成果上找结论，也要根据客户的情况进行有见地的思考。
Client Brief客户概略
Client 客户 Job Code 工作代码 Date 日期
Assignment 任务
Client Team 客户团队
1. What is the Business Result? What’s the client ultimately trying to achieve?
商业目旳是什么？客户最后想要得到什么？
The specific and measurable goal the client is trying to achieve from a business perspective.
从商业角度来看，客户想达到具体和可衡量旳目旳。
2. What is the role communications should play to help the client achieve its Business Result?
在协助客户实现商业目旳旳过程中，传播应当起到一种什么作用呢？
This statement – and yes, one sentence will usually do – should be measurable, specific and
concise.
一句话可以概括，那就是可衡量旳，具体旳，简要扼要旳。
3. What are the communications issues standing in the way of the Business Result?
什么样旳公共关系议题阻碍商业实现目旳？
These should be prioritized issues that communications – and B-M – can impact. To help identify
the specific issues, use a Force Field Analysis, which can be found on InfoDesk.
创意简报BRIEF 精品文档
收集于网络，如有侵权请联系管理员删除 广告创意简报(brief)·
项目名称： 工作编号：
品牌/产品： 下单时间： 交稿时间：
项目类型：□策略/推广方案 □公关及促销活动策划□总创意 □营销口径优化□营销脚本 □软文□ TVC □单张 □海报/红纸 □折页 □条幅 □广告牌 □报广 □网络广告 □其它
广告目的role of advertisin：(这个广告能做什么？引发什么？)
品牌个性Brand personality：(这个品牌长期以来的调性和感受是什么？)
竞争分析Advertising opportunity：(对手是谁？他们卖什么？)
消费者情况（洞察、分析）
1、目标消费者分析Target market：(他们是一群什么样的人？)
2、消费者现在的态度Consumer attitudes：(看到广告之前的常态)
3、消费者将来的态度Consumer J future attitude：(看到广告之后的变化)
单一诉求Consumer insight：(创意钥匙或按钮。期望消费者对广告的反应点是什么？)
支持点Support：(消费者凭什么相信你的讯息？突出重要支持点，弱化其它支持点。)
创作要求（风格和调性、限制条件……）
强调事宜：必要元素(如VI、BI、渠道提示语、免责条款、广电法规等不可遗漏的信息)
负责人签名：
下面咱们来谈谈Brief，这将是AE将要面对最艰巨的挑战，是不是两头不讨好，Brief是个关键。我记得我曾经将下不好Brief的AE说得哭过，还不只一个……是好几个都被说哭过。不过我们必须得明白，Brief对客户和对创作部的重要性。因为我们使用Brief来发起一项工作，错与对全依赖Brief。这也是为什么每下一个Brief都需要总监过目的原因。不管是客户总监还是创作总监，他们都能检查出Brief的问题所在，或者疑问所在。大部分时候玩小聪明的AE会将一些内容写得含糊不清，以为那样就可以逃避责任了。其实到了创作部会将你的Brief当废纸丢到垃圾桶……可恶吧？是的，你的价值完全得不到体现……
■Brief 的重要------------------------------
是任何工作的第一步
详细清楚的 Brief 是做好工作的基本条件
是互相评估工作能力的重要根据
■怎么样叫做好的 Brief------------------------
工作内容及完成的目标均传达明确
Briefing 内容包涵了完成工作所需要的所有资料
有一个达成目标的主张 （策略）
■良好的沟通模式-------------------------------
信任是第一要务
要倾听，随时准备接受更好的意见
摒除对立关系，求好不求赢
明确的责任区分
做完功课的人才能赢得尊敬
■向客户要求 Brief-----------------------------
要求充分资料，但要适可而止，要得越多期望越多
注意时间长短，可用问答方式进行
不要问重复的问题，不可让客户对同一件事 Brief 两次
须牵就客户的资料、能力、背景而行
■Brief 的方式--------------------------------
=书面化
·调查结果 + 市场资料分析 + 广告分析 + 策略
·策略单
