This document provides an overview of creative briefs and messaging tools used in advertising. It discusses the components of a creative brief, including background, objectives, audience, tone, deliverables and deadlines. It also covers manifestos, which define a brand's unique philosophy, and examples of radio, TV and print ad copy formats. The homework assignment is to write a personal manifesto due on October 15th.

2. Week 8, Day 1
Messaging
Messaging- Part Deux
•Terms of the trade:
•creative brief- document that provides guidelines for developing creative executions;
instructions for creative team; usually includes the following:
•background summary- Who is the client? What are we doing?
•overview- What is the project and why?
•drivers- Goals for the project? purpose? Top 3 objectives?
•audience- Who? Why should they care?
•tone- How should we be communicating? Adjectives to describe the approach?
•message formats/approach- what do we want the takeaway to be?
•print? outdoor? OOH? non-media (t-shirts, phone messages, etc.)
•additional details
•list of deliverables
•schedule, limitations?
•sacred cows?
•deadlines, approvals, etc.
•key opportunities

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Messaging
Messaging- Creative Briefs
SAMPLE TEMPLATES

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Messaging
Messaging- Creative Briefs
SAMPLE BRIEFS

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Messaging
Messaging- Creative Briefs
SAMPLE BRIEFS

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Messaging
Creative Tools
Manifestos
•Manifestos- a brand and its philosophy brought to life, creatively in an inspiring narrative form
•a rallying cry
•“a catchy way of identifying what makes your brand unique. It’s your plan for a better world, a declaration
of independence, and a moral compass that will guide and define your brand.” - Pivot Marketing
•We believe in __________ and that’s why we ____________.
•creative’s mission statement

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Messaging
Creative Tools
Manifestos
Manifesto 1
Manifesto 2

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Messaging
Messaging
Copy
•Radio Scripts
•:60, :30, :15, :10, :05
•TV Scripts
•:60, :30, :15
•smaller spots are usually tag and logo only

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Print Ads

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Print Ads

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Messaging
Lab Assignment/Homework:
•A.C.T.- MESSAGING
•LA/HW#7: MY MANIFESTO
•Write a manifesto for yourself/your brand
•format is up to you- video, audio, written, designed
•Due: 10/15

18. Week 8, Day 1
Messaging
Thought of the Day:
One's philosophy is not best expressed in words; it is expressed in the
choices one makes... and the choices we make are ultimately our
responsibility.
-Eleanor Roosevelt