Creative brief

The Creative Side of The Creative Side of AdvertisingAdvertising

Novrita Widiyastuti, S.SosNovrita Widiyastuti, S.Sos

Creative BriefCreative Brief

The creative strategy and the key execution The creative strategy and the key execution details are spelled out in a document called a details are spelled out in a document called a creative brief / creative platform / worksheet / creative brief / creative platform / worksheet / blueprint / job requestblueprint / job request

The account management or account planner The account management or account planner prepares the brief, identifies the basic creative prepares the brief, identifies the basic creative strategy ideas and give some direction to the strategy ideas and give some direction to the creative approachcreative approach

Account planner are particularly useful because Account planner are particularly useful because of the consumer insight they bring to the of the consumer insight they bring to the strategystrategy

Elements of the Creative BriefElements of the Creative Brief

The reason for Advertising The reason for Advertising (background) – what?(background) – what? The end result of the Advertising The end result of the Advertising (objective) – (objective) –

what effect?what effect? Market Segment Market Segment (TA & TM) – to whom?(TA & TM) – to whom? Communication Strategy Communication Strategy – how?– how? Rationale Rationale – why?– why? Key Benefits and AdvantageKey Benefits and Advantage Advertising Tone Advertising Tone Mandatory Mandatory Media PlatformMedia Platform

The Reason for AdvertisingThe Reason for Advertising

Background of product, marketplace, Background of product, marketplace, competitor, researchcompetitor, research

Communication problem (low awareness, Communication problem (low awareness, unrecognisable, low/bad image, aware but unrecognisable, low/bad image, aware but not interesting, etc)not interesting, etc)

The End Result of the The End Result of the AdvertisingAdvertising

Advertising objective/goal? State what the Advertising objective/goal? State what the advertising will be designed to achieveadvertising will be designed to achieve

Do you intend to create awareness for a Do you intend to create awareness for a new brand, change the image of an new brand, change the image of an existing brand, maintain the personality of existing brand, maintain the personality of an existing product?an existing product?

Whatever your goals, state them Whatever your goals, state them specifically and completely, and should specifically and completely, and should answering your communication problemanswering your communication problem

Market SegmentMarket Segment

Target Market: a group of consumer / customer Target Market: a group of consumer / customer (people or organization) for whom a seller (people or organization) for whom a seller designs a particular marketing mixdesigns a particular marketing mix

Target Audience:Target Audience: a a specified audience or specified audience or demographic group for which an demographic group for which an advertising/promotion message is designed / advertising/promotion message is designed / Potential people which would be exposed by Potential people which would be exposed by promotion campaign. Who are we talking to?promotion campaign. Who are we talking to?

Communication StrategyCommunication Strategy

Message or creative strategy refers to Message or creative strategy refers to what the advertisement says. It identifies what the advertisement says. It identifies the general problem the message faces the general problem the message faces and suggest how it can be solvedand suggest how it can be solved

What do you say to them?What do you say to them?

Rationale, Benefit & AdvantageRationale, Benefit & Advantage

Why should they believe us / this/ what we say?Why should they believe us / this/ what we say? Example: Example:

It's free, from Citibank - your trusted financial partner. It's free, from Citibank - your trusted financial partner. Get a PJ pizza for $1. Get a PJ pizza for $1. Backed with a 100% purchase protection guarantee. Backed with a 100% purchase protection guarantee. Takes just 3 seconds to download the pre-Takes just 3 seconds to download the pre-

personalized widget from your online account ... etcpersonalized widget from your online account ... etc

Benefit: The (product feature) is important Benefit: The (product feature) is important because it will do (benefit) for mebecause it will do (benefit) for me

Advertising Tone; Advertising Tone; Any Essential RequirementAny Essential Requirement

what are the overall personality traits the what are the overall personality traits the project must communicate? project must communicate?

ExampleExample

ExampleExample ProductProduct : Kuku Bima Ener-G! (Sido Muncul): Kuku Bima Ener-G! (Sido Muncul)

ReasonReason : : Launch new flavors (Jambu Merah Jakarta, Jeruk Pontianak, Launch new flavors (Jambu Merah Jakarta, Jeruk Pontianak, Anggur Merah Bali)Anggur Merah Bali)

End Result : Create awareness that Kuku Bima has 3 new flavorsEnd Result : Create awareness that Kuku Bima has 3 new flavors

Target Audience : Target Audience : Male & Female, 25-40 years old, SES: C-D, physical workers, low Male & Female, 25-40 years old, SES: C-D, physical workers, low educated, sub-urbaneducated, sub-urban

Competitors:Competitors:- Hemaviton Jreng, Extra Joss, Naturade- Hemaviton Jreng, Extra Joss, Naturade

ExampleExample Communication Strategy: Communication Strategy:

Healthy energy drink to increase stamina and refreshmentHealthy energy drink to increase stamina and refreshment

   Key Benefits and Advantage: Key Benefits and Advantage:

- Composition: Ginseng, Royal Jelly, Honey, Taurine - Composition: Ginseng, Royal Jelly, Honey, Taurine

- As a food supplement, to help increase stamina and refreshment- As a food supplement, to help increase stamina and refreshment

- No Saccharine added- No Saccharine added

   Mandatory:Mandatory:

Should be added its benefit Should be added its benefit increase your energy increase your energy

What makes an Ads Great?What makes an Ads Great?

Three broad dimensions characterize great Three broad dimensions characterize great advertising:advertising:

StrategyStrategy CreativityCreativity ExecutionExecution

What is Creative Advertising?What is Creative Advertising?

The creative philosophy of DDB Nedham is ROI: The creative philosophy of DDB Nedham is ROI: Relevance, Originality, ImpactRelevance, Originality, Impact

Relevance: Advertising tries to deliver the right Relevance: Advertising tries to deliver the right message to the right person at the right time.message to the right person at the right time.

Original: one of a kind, fresh, unexpected and Original: one of a kind, fresh, unexpected and unusualunusual

Impact: an advertising should not just wash over Impact: an advertising should not just wash over the audience the audience

Creative ideas must support the advertising and Creative ideas must support the advertising and marketing strategymarketing strategy