Overview of the content and purpose of a creative brief.

1. CREATIVE
BRIEF

2. CREATIVE BRIEF (OLD SCHOOL)
ANSWERED THESE QUESTIONS:
• CONVICE (WHO)
• THAT (BELIEF OR BENEFIT)
• BECAUSE (WHY-REASONS-SUPPORT)
SOURCE: Advertising Account Planning: Planning and Managing an IMC Campaign, Kelly & Judenheimer, 2011

3. CREATIVE BRIEF (OLD SCHOOL)
ANSWERED THESE QUESTIONS:
• CONVICE (WHO)
- Cost-conscious moms with active children who wash clothes so frequently that they
wear out.
• THAT (BELIEF OR BENEFIT)
- Tide gets clothes their cleanest and keeps them looking new.
• BECAUSE (WHY-REASONS-SUPPORT)
- Tide’s formula powers out stains while keeping clothes from fading or fraying and is
endorsed by the Cotton Association.
SOURCE: Advertising Account Planning: Planning and Managing an IMC Campaign, Kelly & Judenheimer, 2011

4. CREATIVE BRIEF
ANSWERS THESE QUESTIONS:
• What is the problem?
• Who are we marketing to?
• What do they currently think and do?
• What do we want them to think and do?
• What is the IDEA that will get them to think that way?
• What are the best ways to CONNECT the idea to the consumer?
• What tone do we want to take?
• How will we measure success?
• What are the deadlines and key milestones?
SOURCE: Advertising Account Planning: Planning and Managing an IMC Campaign, Kelly & Judenheimer, 2011

5. Creative
Brief
Creative team
Digital team
Media team
PR team
Marketing Services team