If you are developing creative for an ad you would provide your agency with a creative brief. And considering the fact that creative and marketing teams seem to be using them less frequently these days, the emphasis on its importance should be reiterated.
A beautiful objective looks like this: Creating a creative brief can be a daunting task. It holds the right people accountable, as it clearly explains every aspect of the project, which means that any flaws at the end would hold the assigned team accountable for not aligning their work with the brief.
The objective of this ad is for the audience to understand that GE is an innovative company creating new technology to saves lives. It comes with examples too! This gets down to the smallest details.
Is there any way that this can be adjusted? Project Overview What is the project all about? This brief assumes you understand how to capture consumer insights, how to create a brand and how to position a company, product or service in the marketplace.
Ask a couple of them… you may be surprised by what you hear. These questions are all important context that helps your production company understand why video might be helpful in promoting your company.
Today, video can and does touch ever aspect of marketing from mass media to tactical, hyper-targeted marketing programs. Our goal is the client presentation, scheduled in 10 weeks.
Try to stick to just one core message if possible, or two at a stretch.
What goal are you aiming to achieve? Think Flo of Progressive Insurance. The slideshow, above, includes more examples. It might sound obvious, but you need to be clear about the purpose of your video content.
Video without a plan is a waste of money. Delegate work to the people who can do the job better than anybody else to avoid do-overs. And frequently focused on what the ad should make the audience think, feel, or do. It discusses whether the client wants a large logo or a small one, and whether they want their visuals to be loud and proud or neutral and subtle.
But you can get excellent results in a few hours or a few days with the three tools on your Creative Director multimedia set.
Competition Who is your competition? The magic word is "multicultural. An audience profile is more about how real people think, feel and behave than it is about numbers and percentages. Each of these aspects, when included in your brief, would ensure that you also answer all the questions that makes it effective.
Keep in mind this audience does not have strong opinions or feelings about the product category laundry detergents and tend to use the same products as their parents.
It may seem like a long list, but once you have all these in your creative brief, then the rest of the process will be a breeze. Business Goals What are the specific business goals that you want the video to drive?
Making your video production team guess at or worse, make up your key areas of focus is never a good idea. Aim to write down as much as you can about an average viewer, from their demographics to their occupation to their personality.
You have to be able to identify specific goals otherwise you will never know if your investment was worthwhile. Next up, you should consider your target audience. This should be the easiest part of the process. Creative should be in final presentation format, full size, digital and boards or handouts.Whether you need a new logo, website, video, marketing campaign, or eBook created for your business, the key to making the project a success starts with having a thorough and well-thought-out creative brief.
A creative brief is a document that explains the ins and outs of a project for the creative. How To Write A Creative Brief Creative briefs begin with information and insights The first part of the creative process - for new clients, new products or services - involves collecting information and capturing insights.
Additionally, you must show how the creative concept can work on Facebook, TV / video, print (newspaper, magazines, direct mail) and a selection of 4 to 6 online ads with landing pages. Date: mm/dd - Initial creative review. 6 to 8 concept boards, from which we will select 3 or 4 for refinement.
Start writing your video brief today. Putting together this key document can be difficult and time-consuming. Download our template (complete with examples!) so you can save time researching and spend it writing instead. A creative brief is the most important part of any creative project.
It serves as the outline of all the work that is to be done. It is a summary of every single aspect involved in the project, making it easier for both client and designer to keep track of their progress.
A creative brief is a communication tool that outlines a project’s requirements, expectations, goals, and resources. It helps ensure that all stakeholders in a project are on the same page from the start, which also helps the project run smoothly, stay on schedule, and be successful.Download