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How To Write A Creative Brief

A creative brief is like a road map. A great brief leads to imaginative and persuasive ads, Websites or videos. And gets you there quickly.

A bad brief starts you off in the wrong direction. So you have to stop, figure out where the heck you're going, and start again. Or worse, you follow that brief to Trash Town, a total waste of time.

> New 2017 slideshow How to Write a Creative Brief

Creative Brief Slideshow

A written creative brief is the first step
to successful ads and campaigns.

The first part of the brief writing process - for new clients, new products or services - involves collecting information, which frequently includes consumer insights.

A consumer insight is like a whispered confession between best friends. it's a simple truth that applies to a significant set of your target audience.

Consumer insights help you understand why people buy, why they don't buy, or some other aspect of the way they think, they feel or behave.

Example: Many people in the affluent 50+ market are reluctant to buy a high-end HD TV because they believe the technology is complex, difficult to setup and to hard to master.

Example: The majority of women buy the same cooking oil their mothers used, simply grabbing a familiar bottle off the shelf.

You can see how consumer insights help you understand the target audience, and how that understanding can help sell the client's products or services.

Some companies spend zillions of dollars on consumer research to get insights. But you can get excellent results in a few hours or a few days with the three tools on every Creative Director multimedia set.

Creative Brief set

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AdCracker's Creative Brief set is now included on every Creative Director set and Creative Director online account. Here's what you get:

- Editable creative brief templates in multiple files formats.

- 9 specialized creative briefs, plus sample briefs and pro tips on .pdf.

- DIY workshops with activity book and slideshows that include TV commercials, video and sample ads.

How to write the objective for a creative brief.

The creative brief objective should always be clear and specific. Never ambiguous or overloaded.

A beautiful objective looks like this:

"The purpose of this campaign is to position ElectroQuick as a less expensive, equally effective alternative to BigBrand."

An ugly objective looks something like this:

"The purpose of this campaign is to raise awareness, generate social media buzz - especially among bloggers / influencers - and to create consumer excitement for the new ElectroQuick by positioning the client as a leader in innovative global technology with a uniquely humanistic, professional and sophisticated brand image that compares favorably to BigBrand."

One way - not the only way - to write a lovely objective is to specify what the audience should think, feel or do.

Here are some examples that demonstrate how 'Think, Feel, Do' objectives can be expressed on the creative brief, then translated into ads. The slideshow, above, includes more examples.

Think: The objective of the ad above is to get the audience to understand and remember that OreIda French fries are farm fresh and all natural.


Creative Brief example

Do: The objective of the ad above is to collect contact information from an audience that self-identifies an interest in home remodeling. We want them to take a series of actions beginning with a click and ending with a sale.

Feel: The objective in the ad above is to to trigger a powerful emotional response to both the message and the brand.

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