icon picker
Strategy & Creative Brief

Last edited 23 days ago by Christopher Jones

the project name

A very, very short (1-2 sentences) overview.
Client & Team Contacts
0
1/1/2024
Andre Williams
Subscribe to the Creative Disruptors Newsletter?
1/1/2024
Denyse Ferguson
Subscribe to the Creative Disruptors Newsletter?

1

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?

2
There are no rows in this table

1

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?

There are no rows in this table

1

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?
2


3


4


There are no rows in this table

1

Target Audience

Whose problem are you solving? Whose behaviour are you trying to change?
Describe the target audience in terms of:
Demographics (age, sex, education, income, marital status, occupation)
Psychographics (personality, interests, aspirations, lifestyles, habits)
Current/target perceptions about the brand and product

There are no rows in this table
1
DESIRED
AUDIENCE
BEHAVIOR
2

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.



There are no rows in this table
1

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:
The client needs to convert more trials into paid customers
The client wants to reposition to appeal to new markets
The client needs to break down an obstacle to purchase
The client is keen to create buzz around a breakthrough new product

Call to Action:

There are no rows in this table
1

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:
Better for the environment. Beyond Meat create delicious, plant-based “meat” products that are better for us, our animal friends and the planet.
Better for humanity. For every pair of TOMS sold, they donate a pair of shoes to a child in need.
More battery life. Tesla’s Powerwall 2 has 30% more charge, powering your home for longer.
Democratising good design. IKEA brings Scandinavian luxury furniture to the masses with accessible assemble-at-home alternatives.
Cheaper. Poundland brings your favourite products from the US’s top brands for only $1 per item, saving you $5+ per basket.

Key Message:

There are no rows in this table
1

Client Needs




There are no rows in this table
1

Current

Brand Assets


Link to anything the creative team might find useful.
2
There are no rows in this table

STRATEGY & ACTION

1

The Strategic Big Picture

Zoom out for a moment. What is the background and context of the campaign?

Think about:
Product context i.e. attributes, price point, sales record, perceived quality
Cultural context i.e. current events and emerging trends
Market context i.e. competitive landscape, category perceptions
Brand context i.e. reputation, customer experience, values
Provide a short overview of this context to concentrate the mind of the creative team.

2
There are no rows in this table
1

Strategy #1:


Goal:

Tactic(s):

Deliverable:
Owner:
Deadline:
Review:
Success KPI:

There are no rows in this table

1

Strategy #2:


Goal:

Tactic(s):

Deliverable:
Owner:
Deadline:
Review:
Success KPI:

There are no rows in this table

1

Strategy #3:


Goal:

Tactic(s):

Deliverable:
Owner:
Deadline:
Review:
Success KPI:

There are no rows in this table

TIMELINE & COMPENSATION

1

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

2
There are no rows in this table
1

Compensation


Be sure to separate creative, production and project expenses.

There are no rows in this table

PROJECT RESULTS & WINS

1

Execution Team


Role:
Vendor:
Reporting Responsibility:
Direct Report:
Scope List & Success KPI:
Item 1
Item 2

Role:
Vendor:
Reporting Responsibility:
Direct Report:
Scope List & Success KPI:
Item 1
Item 2

There are no rows in this table
1

Results Narrative


Template SWOT storytelling narrative for the project results.

There are no rows in this table

1

Deliverable Results & Creative Links


Strategy 1:
KPI Results:
Creative Links:

Strategy 2::
KPI Results:
Creative Links:

Strategy 3:
KPI Results:
Creative Links:

There are no rows in this table
1

Key Consumer Insights/ Testimony


Key insights and testimonials from the client and contractor surveys.

There are no rows in this table

W&W PROJECT INFOROMATION


W&W CONTACT INFORMATION

Main Phone Number: 614.383.8434

Phone/Hours of Operation:

W&W Receptionist Hours: 9 AM – 4 PM
Voicemail Hours: 4PM – 9 AM

How to Reach Us When You Need Us:

Client Relations:

Contact for overall project, team or issue related needs
Your Project Manager: Provided at project start.

Contracting/Billing: All contract-related needs.

General: General inquiries and reaching the team

Kendall Steward - Executive Admin - or

Office Location:
Mailing Address: PO BOX 2284, Columbus, OH 43216
Want to print your doc?
This is not the way.
Try clicking the ⋯ next to your doc name or using a keyboard shortcut (
CtrlP
) instead.