Ciencias

CREATIVE BRIEF
Sample "Classic" Creative Brief for 2012

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? Why are we advertising? 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 themarket?
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.

2 Whom are we talking to? (Target Audience,definido con investigación y perfiles)
The more precise and detailed the better. Go beyond age and sex to describe demographics and psychographics. Explain how the audience currently thinks, feels andbehaves in relation to the product category, the client's brand, and the client's specific product or service.
Example: This campaign will be aimed exclusively at existing Citibank customers inthree test markets: Sacramento, CA, Houston, TX, and Washington DC.
The primary target will be segments of our customer database: male and female, 20 to 35 YO, with at least one Citibank credit card. Thetarget will be approximately 70% married, with combined HH incomes of $85k on average.
This audience is comfortable with new technology, and quick to test new smart phone apps or widgets thatleverage their time. They like to be among the first to have the latest and greatest electronics. They make multiple online purchases monthly. We will call our representative persona "Joe".

3 What dothey currently think about the related topic? (Definido a través de investigación primaria: observación, encuestas, entrevistas, etc y secundaria: hablando con el cliente, estudios existentes,...