Creative brief
Client Brand/product
Account group Creative group Job No./title Date
TV
radio
press poster direct
✓Promotion
ideas Sponsorship/ev
ent
in-store new media
Background 背景
role of advertising 广告作用
In one sentence, what is the advertising trying to do for the brand/product? Target market市场目标人群
Describe the typical person we are talking to?
Consumer insight消费者切入点
How do they currently feel about the brand/category/product?
Advertising opportunity广告机会
In light of the above, how can advertising make the brand more desirable?
Promise承诺
What is the single thought or idea that that the creative should begin from?
Support支持
What emotional or rational support can help make the promise believable?
Brand personality品牌个性
If the brand name came to life as a person, what sort of person would he/she be?
Mandatories特别限制
Are there any musts or must-nots?
Production budget Approval from client Internal review Presentation to client
Layout
Group account
Creative director General director Client
director
