Creative brief

CBM - Client Management

•In a layman’s language, it’s a MOU between the client and the agency.

•A document that covers you and proves the legitimacy of your judgments and actions.

•The foundation stone of ANY campaign.



Primary Aim

•This is just one statement that defines the purpose of your communication.

Product LaunchCorporate LaunchA bank launching its credit cardA cooking oil coming up with a new SKUPizza Hut opening a new outlet


Key Objectives• Every other thing that you desire your campaign

to deliver.• Encompasses a certain message.• Communication of added features, unchanged

quality etc.• Launch of cooking oil’s SKU is the primary aim,

however, the communication would also say that the quality is unchanged.

• Making sure that less price doesn’t depict you’re compromising on quality.


Secondary Objectives

•This remains unchanged across all communications.

•Every campaign has a non stated, unsaid objective.

•Increment of sales – the underlying principle of secondary objective.


Bull’s Eye

•Target audience – you intend to hit directly.

•It can be divided into two categories:

▫demographics▫psychographics


Target Audience - demo• Geographic Area

• Income Group

• Gender

• Age Group

• SEC

• Social Status


Target Audience - psychographics

•Key Problems

•Specific habits



“Young adults 18-25. Someone self-assured, active and energetic, self-reliant, positive, optimistic, individualistic, self-centred, not superficial, irreverent, somewhat cynical, skeptical, savvy, fashion-conscious, honest, straight-forward, computer-literate, entrepreneurial, self-indulgent, hedonistic, likes having new things, doesn’t change opinions to please others, doesn’t change behaviour in order to be liked, thinks of him/herself as an individual but has a powerful need to fit into a group

•A 19 year-old guy who likes to think he’s the life of the party. He’s into South Park, Mike Meyers, etc. and is constantly repeating comic catch-phases like he wrote them himself. He’s a little too mainstream to be truly hip, but he’s still very concerned with his image


What do they currently think?

•How interested are they in the product?•How often do they use it?•When do they use it?•How do they feel about it?•How do they feel about our brand vs. the

competition?•What do they ultimately want the product

or brand to do for them?



Unique Selling Proposition

•This is a global equity statement.

•This symbolizes ONE key benefit your brand has.

•One statement with which your brand is associated.


Rational appeals

•Tangibles that you are offering other than your competitor.

•Physical features, a brand is offering.

•Can be a certain logo, shape or even color.

•Mobilink Indigo.


Emotional appeals

•This directs to the key emotions that the brand is using as its platform.


Emotional Elements

•Refers to the emotion, you are targeting in your communication.

•If using a family platform, then a fun filled dinner moment is an emotional element.



Platforms

•A place from where you declare your positioning out loud.

•Famous ones are cricketers, celebrities, youth etc.



TV

•Terrestrial – PTV, PTV World

•Satellite – GEO, HBO, Star Network

•Cable – World Call, MPC


Print

•Dailies

•Weeklies

•Monthlies

•Bi-Monthlies


Radio

•FM

•Non FM


OOH – Out of Home

•Conventional hoardings / billboards•Pole signs•Directionals•Banners•Shop signs•Gantries•Building wraps•Auto wraps•LEDs



POS – Point of Sale

•Premises based – mobiles, buntings, floor graphics

•Off Premises – posters



Non-Traditional Media

•Internet ads

•Kiosks





Event Based

•Non calendar events

•Calendar events


Non Event Based

•Stalls

•Merchandising



Creative Considerations/strategies

•Tone & Manner – language / emotion•Executional considerations


Media Monitoring

•Direct competitor

•Indirect competitor



Single Minded Proposition• One statement that your brand stands for.

• This should be communicated through all mediums and all vehicles.

• Core value of the brand.

• “Thanda matlab Coca Cola.”

• “Sab se gaarha doodh Haleeb.”


39

Single Minded vs. Double-headed

Mr. Big is the biggest bar, bar none

Mr. Big is the big bar that won’t slow you down, now available in new Peanut Ripple flavour

40

Abstract vs. ConcreteBrand X is a totally different kind of car

The Second Cup isthe Ultimate Coffee experience

Brand X is specially designed for women drivers

Second Cup coffee is the strongest coffee you can buy

41Proposition vs. Desired Response

Heinz is the thickest, richest ketchup

Pizza Pops have a lot of stuff in them

Heinz is the best tasting ketchup

Pizza Pops will really fill me up

Timeline

•Agreed upon deadline.

•“Strategies and timelines are the Himalyas of marketing.”


Positioning/Intended IMAGE

•Perceived value of the brand.

•The way you want others to think of your brand.

•A transparent positioning is the essence of a successful campaign.

•Brand image – image a brand carries(friendly, fun loving)


Associations

•A similar concept that interlinks with physical equity.

•This is what a brand correlates itself with.

•Again, could be a particular color, music, music.


MANDATORY

•Tagline•Logo•Any color scheme•Celebrity choice•Etc.



Creative brief

Documents

client managementtarget

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statement

brand

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quality

campaign

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