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Strategy & Creative Brief
Last edited 143 days ago by Christopher Jones
the project name
Client & Team Contacts
1/1/2024
Andre Williams
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The Big Idea
The project in a nutshell.
What is the essence of the campaign and the key insight you’re acting upon? What outputs are expected? What do you hope will happen as a result?
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The Client
A synopsis of the client.
Who is the client? What do they do? How do they do it? And what relevance, presence or value do they think they bring to their customers?
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BUSINESS OBJECTIVE:
What do we need to achieve for this brand?
In a few sentences, state the end goal of this assignment.
AS MEASURED BY: KPIs
How we know it worked. How is success being judged? What expectations are set?
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Target Audience
Whose problem are you solving? Whose behaviour are you trying to change?
Describe the target audience in terms of:
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DESIRED
AUDIENCE
BEHAVIOR
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THINK
What should the consumer
believe about our message or program.
FEEL
What emotion should the consumer associate with our message and brand?
DO
What action will the consumer engage in related to seeing this message and campaign.
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The Challenge & Potential
What is the business problem you’re trying to creatively unpick? Or the burning opportunity that can’t be missed? Examples include:
Call to Action:
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Key Insights
This is a statement of the facts. What one powerful truth are we pinning the campaign on? What are the reasons to believe and buy?
Examples include:
Key Message:
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Client Needs
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Current
Brand Assets
Link to anything the creative team might find useful.
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STRATEGY & ACTION
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The Strategic Big Picture
Zoom out for a moment. What is the background and context of the campaign?
Think about:
Provide a short overview of this context to concentrate the mind of the creative team.
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Strategy #1:
Goal:
Tactic(s):
Deliverable:
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Strategy #2:
Goal:
Tactic(s):
Deliverable:
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Strategy #3:
Goal:
Tactic(s):
Deliverable:
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TIMELINE & COMPENSATION
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Overall Schedule & Key Dates
Lay out each step of the campaign’s development. For example: creative concepts, initial review, revised concepts, formal client presentation, customer panels, go to market
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Compensation
Be sure to separate creative, production and project expenses.
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PROJECT RESULTS & WINS
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Execution Team
Role:
Role:
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Results Narrative
Template SWOT storytelling narrative for the project results.
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Deliverable Results & Creative Links
Strategy 1:
Strategy 2::
Strategy 3:
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Key Consumer Insights/ Testimony
Key insights and testimonials from the client and contractor surveys.
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W&W PROJECT INFOROMATION
W&W CONTACT INFORMATION
Main Phone Number: 614.383.8434
Phone/Hours of Operation:
How to Reach Us When You Need Us:
Client Relations:
Contracting/Billing: All contract-related needs.
General: General inquiries and reaching the team
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