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You as the Client Briefing the Agency
A critical component of achieving a successful and impactful creative campaign is providing the agency with an exceptional creative brief. A well-written brief is the foundation for great advertising—it bridges the client’s goals with the agency’s creativity, ensuring alignment and focus. As the client, your role is to carefully think through and articulate the key information the agency needs to craft an award-winning campaign.
Remember, somebody from the client’s side always writes the creative brief, and for this project, that person is you. Your job is to set the stage for creativity, giving the agency just enough information and direction to inspire brilliance, without stifling their innovative freedom. Avoid overly prescriptive mandates, but ensure they understand the brand’s objectives, positioning, and audience well enough to create an ad that resonates and delivers results.
Part 1: Creative Brief
Objective: Write a professional two-page creative brief, assuming the role of a brand manager briefing an agency to produce the TV ad for the chosen, renowned advertising campaign.
Focus Areas:
Campaign Objective: Clearly articulate the goals of the campaign.
Brand Overview: Highlight the brand’s history, values, and key identity.
Target Audience: Define the audience and provide insights into their behaviors and needs.
Market Positioning: Explain how the brand differentiates itself from competitors.
Core Message: Specify the primary message the ad should communicate.
Creative Guidelines: Provide enough direction to inspire the agency, without overly restricting them.
Resources:
Use the Sample Creative Brief that is available under the Files tab on Canvas.
Watch my Video on the Creative Brief Process under the Panopto Videos tab on Canvas to understand how to craft a compelling brief.
Part 2: Agency Presentation
Objective: Expand on the creative brief by creating a professional PowerPoint presentation that serves as your pitch to the agency, guiding their creative process.
Focus Areas:
Transform the brief into a 15–20 slide presentation, adding visual and detailed insights.
Cover the following:
Brand overview, unique selling proposition (USP), and market positioning.
Detailed target audience analysis and their needs.
Campaign objectives and expected outcomes.
Inspirational examples or ideas for tone, style, or visuals (without being overly prescriptive).
End with a compelling call-to-action that motivates the agency to craft that outstanding TV ad.
Deliverable: A 15–20 slide PowerPoint presentation.
Submission Guidelines: Do not share a link to your documents. If I cannot open it, I cannot grade it.
Part 1: Submit the creative brief (.doc or .pdf only) via Canvas by the specified due date.
Part 2: Submit the PowerPoint presentation (.ppt or .pdf only) via Canvas by the specified due date.
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Order from us for quality, customized work in due time of your choice.