our creative process : the creative brief
The following are topics that must be clearly defined before developing ad campaigns or literature. These get identified primarily through client feedback and secondarily, through industry research.
Problem the advertising (brochure) must solve
For instance, your products are not selling well to women over 30. That's the problem we must solve.
Client/Product Description
Tell us what your company does, exactly, or what your particular product does.
Key Facts
This can be a simple listing. Tell us the obvious facts about your company or product.
Promise Benefit
This is an If/then hypothesis. For instance, If you buy our product, you will have more free time available. Or, If you use Crest when you brush, your teeth will be whiter.
Unique Selling Proposition
What one specific thing makes your company or your product unique? Only one, please.
Target Audience
Specifically, to whom do you wish to sell? Include age, diversity and economics.
Tone
Conservative? Funky? Fun? Imaginative? Thought provoking? Be sure to match the tone to the audience.
Background Material
Current and/or past advertising/marketing materials: competitor advertising/marketing materials - press releases - testimonials.
Once we've satisfactorily answered and identified all the above areas, we are ready to move on to the Design phase of the creative process.