Advertising Brief Template

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CREATIVE BRIEF

CAMPAIGN REQUIREMENT: (e.g. direct mail pack)


BACKGROUND: (Any relevant information that needs to be understood about the history of the campaign and whether any other activity will be taking place)


WHY ARE YOU ADVERTISING? (What is advertising going to achieve? What are your objectives)


WHAT ARE YOU ADVERTISING?


WHO ARE YOUR TARGET AUDIENCE?


WHAT DO YOU WANT THEM TO THINK, FEEL AND DO AFTER SEEING YOUR COMMUNICATION?


PROPOSITION: (The single most important message you want the target market to take from the communication?)


SUBSTANTIATION: (The features or benefits that you can use to prove the proposition)


SUPPORT INFORMATION: (List in order of priority other information that should be included in the communication)


WHAT IS THE OFFER?


WHAT SHOULD THE TONE OF VOICE BE: (e.g. warm and funny, formal and business-like)


MANDATORY INCLUSIONS: (e.g. logos, legals, corporate guidelines)


BUDGET:


TIMINGS: (All critical dates should be included)


BRIEF APPROVAL:


(NAME) ................................................... (DATE) ...................................................


(NAME) ................................................... (DATE) ...................................................


[Added by Aylwen Gardiner-Garden 13 October 2010]

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