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Template - Brief

This document outlines a creative brief template that includes sections for marketing objectives, audience insights, brand ideas, desired consumer responses, and measures of success. The brief is intended to provide guidance for a marketing campaign by framing the opportunity, audience, and how the brand can fulfill consumer desires. It also specifies what creative elements and deliverables are needed and when.

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Angela Conejero
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164 views1 page

Template - Brief

This document outlines a creative brief template that includes sections for marketing objectives, audience insights, brand ideas, desired consumer responses, and measures of success. The brief is intended to provide guidance for a marketing campaign by framing the opportunity, audience, and how the brand can fulfill consumer desires. It also specifies what creative elements and deliverables are needed and when.

Uploaded by

Angela Conejero
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Client: Project:

Creative Brief Brand: Author:

Date: Job no:


Marketing Objective (?)
What is the overarching marketing goal that supports the business objective (e.g., increase preference, drive
conversion, increase frequency, brand awareness)?
Context (?)
What are the social and industry-specific factors that may affect this campaign?

Communications Challenge (?)


In the form of a question, frame the opportunity and the change we’d like to affect in the audience’s
relationship with the brand.

Audience (?)
Who are the people that we want to address with this communication? What are their habits, tastes, and
lifestyles?

Cultural Insight (?)


What unique audience attributes (attitudes, behaviors, and beliefs) can we leverage to make this
communication culturally relevant? To what extent does cultural identity play a role in decision-making?

Core Desire (?)


The culmination of the Audience and the Cultural Insight. What is the most powerful human desire the brand
can fulfill?

Brand Idea (?)


The overarching statement of what the brand stands for.

Stimulus (?)
What is the main idea that we must communicate to spark the intended Response?

Reasons to Believe (?)


What can the brand get credit for (specific benefits, attributes, brand truths, etc.) that will make the
Stimulus believable?

Response (?)
A statement that captures the intended reaction to the Stimulus.

Measures of Success (?)


What metrics will we use to measure the campaign effectiveness against the stated Objective?
Mandatories (?)
What are the creative requirements?
Deliverables and Timing (?)
What do we need to create?

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