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Creative Brief Template
1. Concise Background
 Keypointsthatthe Agencyhasto take intoaccount inorder to understandthe currentstate of affairs inrelation
to the brand/product, andwhatleadus here.
 Brief descriptionof the productandbrandand what characterizesit/setsit apart fromthe rest.
o Positioning,character/personality,valuesetc.
o Strengthsandweaknesses,andreasonsbehind
 Competitive landscapeandmarketcharacteristics.
o What are the maincompetitorsandwhatdo theystandfor. How are theydifferentfromus
o What isthat drivesthismarketand why?
 Performance measures
 Brief historical background of the brandandmarket
o How didwe endup here and keyturningpoints /milestones
 Brief coverage of keycommunicationalinitiatives(oursandcompetitors’).
o The way we believedtheyhave worked(or not).
2. Why do we communicate/advertise? What is the issue or the opportunity?
 Situationreport – where the brandstandsnow and whatare the challengesfacedbyit
o Sales,marketshares, imageryand perceptions,userprofile–whyis thisan issue?
 What are the driversbehindourneedtocommunicate?
o What do we needto affect/change?
o Thismay be the resultof spottinga certainproblemthathas to be dealtwith,oran opportunitythathas
to be capitalized upon–or some combinationof these two.
o Thismay stemfromthe brandper se,some of the competitors andtheirmoves ora
change/evolutionarymove inthe market
3. What is the specific role of the communicationinitiative?
 What are we afterby initiatingthiscommunicationeffort?Whatisthe desirable endresult?
 How will consumerperceptions,marketstatus,salesetc.lookideallyafterthe campaignconcludes?
o Please insertnumbers/KPIs - if applicable.
Brand (Nameof brand/ mother brand)
Date Issued
Product (Name of product / range)
Description
(Brief coverage of what drivesthis communicationinitiative - e.g.Capri Sun re-
launchCampaign)
Requirements
(Type of communication and channels - e.g. Television, radio, outdoor,
web/social media, sponsorship, placement POP material)

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 1st
Stage – give the broader directionand prioritize:it shouldtargetachievingsome (butnot toomanyat the
same time) of the following:
- Introduce ,establishConnection
- Establish/facilitate Communication
- Establish/reinforce Trust
- Build/SustainAwareness
- Build/SustainSalience
- Draw / focus Attentiontoa Point/Highlighta Point
- DivertAttentionfromapoint/ Mask a point
- Build/SustainAwareness/Remind
- Build/SustainSalience /make somethingcome out
- Create / Sustainanticipation
- Create / Sustain predispositions
- Create / Enhance attractiveness
- Satisfyaestheticneeds
- Feedandplease the senses
- Impress - reinforce wowfactor
- Build/SustainRelevance andfeelingof Belonging
- Make customerfeel special
- Build/Enhance Image Elements
- Relax inhibitions
- Explain,provide withInfo,establishUnderstanding
- Educate / Provide examples
- Facilitate trial /usage
- Appease /cool down
- Setthe stage fora nextstep,prepare,pave the way
- Cross-sell,refertootheroffers
- Reassure oncorrectnessof choice
- Create / Enhance Satisfaction
- Enhance Loyalty/ RepeatPurchase
- Fuel Advocacy/Wordof Mouth
- Satisfyethical principlesandconsiderations
 2nd
Stage - Be more specific:e.g.
- We wantto remindthe consumerbase thatour brand still leads/reinforce
- We wantto letpeople knowthatthe brandis available inanew,betterpackaging/formulation
- We wantto pushpeople toactuallytrythe brand,as we believeinitssuperiorityandpowertoconvert
trialiststoloyalists
- We wantto establishbrandXas a viable solutionforthose whoseekqualityin the category
- We wantto put brandX among the league of up-marketbrands
- We wantpeople tothinkwhat we are good at whentheythinkof prioritieswithinthe specificcategory(e.g.
move the agendafromhealthinesstolifestyle)
- We wantto builda strongemotional attachmenttothe brand
- We wantto connectthe brand witha certaintypology/profile of consumersthatwe believe isaspirational
to our targetaudience
- We wantto make sure that a price increase isseenasjustifiedgivenwhatthe brandwill standfor
- We wantto letpeople knowthatthere isanalternative usage /applicationforbrandX
- We wantto shootdownargumentsthat the competitionsuggestandmake themlooklessattractive
o Etc.

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 3rd
Stage – Quantify (andprovide withtime frames)intermsof:
- Sales,marketshares,decelerationof share loss,
- ConversiontoanotherSKU(againstcurrent)
- Visits/footfall instores,
- Expansionof distribution(numerical/weighted) asa resultof enhancedtrade acceptance
- Call centeror e-mail enquiries.Reductionof complaintsinthe same channels
- Numberof followers,likes,people talkingaboutetc. (web)
- Overall opinion,imagery,intentiontobuyor suggestKPIs(inquantitative researchTrackers)
- Mentionsinmedia(press, TV,web,etc.).Frequencyandquality(contentanalysisindicators)
o Etc.
4. Who are we talking to? What do we know about them?
 What isthe targetaudience of the communicationcampaign? Whose perceptionsandbehaviorsdowe wantto
change/affect?Focusonthe aspectsof the audience thatare keyforour messagestoclickwiththem
 Demographicdescription
o Sex
o Age group
o Place of residence
o Educational & workingbackground
o Social class
o Ethnic& religiousbackground
 Etc.
 Usershipdescription
o Frequentbuyers,occasionalbuyers,non-buyers,pastbuyers, indifferent, rejecters
o Buyersof our brand and/orcompetition
 Attitudinal/Psychographicdescription
o Motivationsandpersonalitytraits –E.g. Techlovers,show-offs,earlyadopters,nutrition nutters,people
whoexercise regularly, peopleanxiousabouttheircholesterol levels, peoplewhoplace alotof
emphasisonhowtheylook,caringmotherswhowantthe verybestfor theirkids etc.
o Habitsand behavioral patterns (theyprefertobuybig quantities;theytypicallyshopwiththeirkids,
theirpurchase patternsare affectedbypromotions&price-offs,etc.)
 Insertrelevantsegmentationdatahere, if available
5. What is the main idea that we want tocommunicate? What is the desiredkey take
out?
 Thisshouldbe a product of the interactionof the brand’spositioningandstrategicoutlookandthe particular
tactical prioritiesof the campaign,asoutlinedabove
 It shouldnotclashwiththe positioningunderanycircumstances,butitcan privilegeone aspectof itoverothers
if thisbenefitsthe tactical priorities
 It shouldbe inpositiontobe summedupinone keyphrase
 Thisphrase shouldcharacterizedby:
o Conciseness
o Relative uniqueness
o Memorability
o Meaning-packedandrichinconnotations
o Motivational powerandcall toaction
o Shouldringtrue (nopreposterousclaimshere)
o Be easyto grasp
o Leave no marginsformisconstrue
 be understandable byprettymucheveryoneinthe same manner

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 The exact phrasingisthe jobof the AdvertisingAgency andakeydeliverable bythem!
o …but definingit/ outliningitisthe jobof the Brand Owners
 Under an ideal scenario,thiscanbe usedword-by-wordasa sloganora tagline (andif itsscope isstrategic
enough ratherthan tactical,can followthe brandforsome years)
 Examples:
o For (brandX) nothingisa detail
o We standfor the evolutionof the (category)
o The taste of (category) asit shouldbe
o Pleasure in(category) hasaname attachedto it
o It takesa true (category) lover/maniactocreate (brandX)
o There isno way youcan resistgreattaste
o Do you really wantto drinkyourgrandfathers’(category)?
 Etc.
6. Why shouldour idea be credible? What are the reasons tobelieve?
 Draw fromthe BrandTruths to supportthe keyargumentspushedbythe communicationinitiatives.
 More factual / functional truthsshouldmake ithere ratherthanemotional claims
o (thoughthese truthsmusthave some emotional resonance insome shape orform)
 The Agencyshouldbe inpositiontointegrate these somehow intothe scenario/visuals/audioetc inasuggestive
mannerratherthan recite them
o but insome casestheyneedtobe recitedwordbyword – thisissomethingthatyoushouldspecify
(see:executionalguidelines)
 Examples:
o A brandthat has beenaroundsince XXXX
o From the brandthat brought(category) intothismarket
o True to the original recipe
o Sourcedexclusivelyfrom(X place)
o From (countryof Origin) whotrulyknow about(category)
o We are a familybusiness
o Limitedproduction
o Extreme qualitycontrol
o Nottouchedby a humanhand
o Frozen only momentsafterpicking
o Absolutelynopreservatives
o It takesmonths/yearstomature
o A balancedandwell-roundedsource of nutrients
o The most creamyof the lot
o The most exotic,unpredictableflavors
o Onlythe bestvarietiesof (category) make itinto(brandX)
o The favorite of the connoisseurs
o Pickedbymost consumers ina blindtest
o The choice of kids
o The fastestgrowingbrandinthe market
o A greatvalue / affordable
o A package that istrulyconvenient /easytouse

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7. What is the style that we should use inour approach? What is our tone of voice?
 Thisshouldbe a product of the interactionof the brand’spositioningandbrandcharacter and the particular
tactical prioritiesof the campaign,asoutlinedabove.
 Thinkof the brandas a personanda story-teller.How wouldhe/shetalkunderthese conditions?Howshould
he/she be perceivedthroughwhathe/shesaysandthe wayhe/she saysit?
 Examples:
o Truthful,honest,direct
o Practical, everyday, simple
o Rugged,tough,masculine,adventurous
o Warm, friendly,easilylikable
o Humorous,fun,jester
o Innocent, child-like
o Downto earth,approachable,modest,humble
o Consistent,dependable,wordacontract
o Ethical,withprinciples,drivenbyvalues
o Professional,attentivetodetail,obsessive
o Expert,connoisseur,in-the-know,
o Deep, wise,thoughtful
o Stylish, refined,artistic,cosmopolitan
o Leaderpersonality,status-driven,powerful,incontrol
o Arrogant,sure for itself
o Independent,challenging,rebellious,irreverent,anti-conformist
o Conventional,traditional,unchanged
o Imaginative,passionate,driven,fiery spirit
o Sensual,pleasure driven,charming,alluring
o Loving,caring,a giver
o Visionary,idealistic,future-facing,seeingthe greaterpicture
 Etc.
8. DesiredConsumer Reaction
 How will consumersfeel andbehavefollowingthe exposuretoour messages(see 3: ‘Whatis the specific role of
the communication initiative?’)
o In relationtothemselves
o In relationtothe categoryand whatis important/whattheyshouldseek
o In relationtoourbrand
o In relationtothe competition
 How will we knowthatwe are successful,inameasurable manner –KPIsthat will shift
 It shouldbe expressedasa change of at leastone measure afterthe conclusionof the campaign
9. Communicational structure
 What type of communicationwe needacrosswhattype of media
o Television
o Radio
o PrintAds
o Outdoor
o Installations –non-conventional outdoor
o Webactivations(banners,facebookpagescontentetc.)
 Etc.
 Define if we needany differentiation/changesintonality,mainmessage,highlightedcontentetc.acrossthe
mediachosen

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10. Executional guidelines
 Withoutsuffocatingthe creative process (Creativeswill getreallyannoyed!),youmayneedtosuggestsome
elementsthathave tobe incorporatedinsome shape orformin the enddeliverable
 Define clearlywhatisimperative andwhatismerelyanice-to-have
 Examples mayinclude:
o Dominantcolors / colorpalette
o Aesthetical codes(e.g.minimalistic,vibrantetc.)
o Filmingstyles/directionof photography(e.g.grainy,sharp,sepia,highlysaturatedcolorsetc.)
o Keywordsinsertedin textsand/orkeybrandpoints
o Use of humor or irony
o Use of wordplay/puns
o Depictionof logo – when,where anddegree of dominance
o Depictionof people /depictionof certaintypesof activities and/ormoods (e.g. family setting,male
bondingsetting, Mother-kidinteraction,sportsactivities,morning/breakfastsetting, cooking,looking
troubled/perplexed, enjoyment,exhilarationetc. )
o Depictionof interactionwiththe product
o Packshot– howlong?
o Referencestoavailable variants,flavorsetc.
o Price references
o Referencestoavailable packs/sizes
o Etc.
 Technical aspects – e.g.spotduration inseconds,size of outdoorposters,aspectratios etc.
 Budgetaryrestrictionsforproduction
 Preferredcollaborators(e.g.castingagencies,productioncompaniesetc.)
11. Tentative Timeline andInvolvedParties
 What do we need tobe done bywhen
 Define final vs.provisional andessentialsvs.nice-to-haves
 The role of the company,the agencyand possible 3rd
parties – whodoeswhat