Creative Brief

Client Details
Company
Name
First Last
Email
Phone
Date
MM slash DD slash YYYY
Account Manager
- Grace Hakaria
- Sally Welch
Budget
Deadline
MM slash DD slash YYYY
Creative Brief
Project name & description
Specs/media
Media Varients, sizes, types, etc.
Objective
What do we want to achieve with this particular piece of work? What effect should this project have on its audience? What do we want them to think, feel or do?
Primary call-to-action
Buy/contact/sign up, etc.
Background
Why are you doing this project? What is the big picture? What is the status of the marketplace at present?
Target Audience
Who are we speaking to? Age? Gender? Occupation types? Family status? Lifestyle? Location? Socio-economic level? Likes? Dislikes? Beliefs? Ethnicity?
Key Message
What are we offering the audience - in a single sentence? What is the main benefit we are offering them/the primary promise we are making?
Supporting messages
What are all of the features, benefits and details that support our primary message? Why should the audience do what we're wanting them to do? The more information the better here.
Competition & position in the market
What position do you currently own, and want to own?
Tone
What tone and manner (or personality) will the target audience best respond to?
Mandatories
Deliverables (media, communication and/or creative). Messages, brand, etc.
Additional Notes
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Client Details