Sample 'Traditional' Brief for 2013

[DesignBoyz]

The Guys at AdCracker have got one on their sites.

Sample "Classic" Creative Brief for 2013:


Client / Client contact information:
Name, phone number and email address for the person or the team on the client side.

Project:
Example: “New campaign to test "CitiClick" for Citibank.”

Prepared by:
Name, phone number and email address for the person or team members who are responsible for writing the brief.

1 Background / Overview:

What's the big picture? What's going on in the market? Anything happening on the client side that the creative team should know about? Any opportunities or problems in the market?

This is where you introduce the project to the creative team. You'll go over this again in the briefing session, but write it down as well.

For an overview, state, "Who is the ad talking to, and what is the one main thing we want to say?"

Example: This is a test campaign to a selection of Citibank customers. We want them to try Citibank's new "CitiClick" - which is available as a mobile app for all operating platforms, from iPhone to Android. This smart app makes online purchases easier and more secure - and we've got a $1 pizza offer to get them started.

2) What is the objective, the purpose of the ad?

A concise statement of the effect the ad should have on consumers. Typically expressed as an action. And frequently focused on what the ad should make the audience think, feel, or do.

Example: We want people to download the free app and use it within 10 days to buy the special offer, a $1 family size pizza from Papa John's.

Read the rest at their site. The link is above.

[vikram sharma]

do people still follow briefs?