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Writing a Creative Brief

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About Me: Jennia Parkin

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The secret to great marketing is a great creative brief

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Creatives are from Venus and Marketers are from Mars

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Both are Needed to Create Good Creative

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The Creative Brief allows marketers and creatives speak the same language.

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A Poorly Written Brief Leads to Frustration . . . And bad marketing

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A tight brief = unlimited creativity

Just like (ironically) keeping the commandments = increased

freedom

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“We want you to make an ad for athletic shoes”

• Athletic shoes for women

• Running shoes for women

• Trail running shoes for women

• Trail running shoes for women that won’t cause blisters

• Trail running shoes for women that won’t cause blisters because they keep feet dry

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Components of the Creative Brief

1. Critical Strategic Information¾ Business Objective¾ Strategic Value Target¾ Consumer Challenge¾ Consumer Insight¾ Benefit and RTBs

2. Other Important Stuff¾ Project Information (Brand,

Media, Timeline, Budget etc.)¾ Brand Fundamentals and Assets¾ Mandatories

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Business Objective

� What business problem are you trying to solve?» Increase HHP by 2 pts» Increase Awareness by 10%» Increase Trial by 5%» Increase Buy Rate by 4%

Awareness TrialConsideration Repeat

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Identify the Business Challenge

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Strategic Value Target (SVT)

Many people may purchase your product, but which one is most valuable to you? Speak to them.

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Know Thy Target

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Who’s the SVT?

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Creative Brief Show Stopper #1

The “The FOMO*” Brief

Challenge: “We want to target business professionals, but we don’t want to

alienate stay at home moms”

*FOMO= Fear of Missing Out

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Consumer Challenge

� What consumer behavior or mindset change do you hope to achieve?� FROM what current behavior/mindset?� TO what behavior/mindset?

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Identify the Consumer Challenge (Mac vs PC)

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Identify the Consumer Challenge (Always)

Definition: A truth related to a consumers attitudes, beliefs, or behaviors that can deepen their relationship with a product or Service.

1. What do they care about?2. What motivates the behavior?

3. What are the behaviors?

Is It….“I am a conservative, and I want a candidate who shares my values”

“I am a 45 year old man who wants to see things get done in Washington”

“I have been a business owner for 10 years and I want someone who will look Out for my interests”

Trump Consumer Insight: I am an ultra-conservative American who is tired with the “typical” republican, and want someone to “shake it up,” and get things done,

regardless of who gets offended.

What is An Insight? Trump Consumer

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Motivation Behavior

IN = what’s inside consumer’s mind

SIGHT = what’s observable

Insight

Insights are at the intersection of Motivation and Behavior

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Consumer Insight

Ask why and ladder until you find it

Tip:Use your HVM Skills

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What is the Consumer Insight?

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What’s The Insight?

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The “I actually don’t have an Insight” Brief

Creative Brief Show Stopper #2

Insight: “People drive cars to get from one place to another. Our

cars drive well—they have four wheels—and plus they have

automatic steering” For people who like to drive to their activities on

four wheels with automatic steering, drive new Model x”

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Features and Benefits

Feature Advantage Benefit

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What’s the Benefit?

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Creative Brief Show Stopper #3

The “Everything and a Bag of Chips” Brief

Insight: “And in addition to the other 20 features, the Leatherman

Wave has a toothpick to clean out your teeth after meals.

Consumer Insight:

Business Challenge:

Target (SVT):

Consumer Challenge:

Benefit:

RTBs:

Brand and Project Description:

Team Members:

Creative Brief Template (Simplified Creative Brief)

FROM: PROMISE: TO:

Motivation: Behavior: Insight

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

B2B Marketing Basics

Buying Centers

User: Make their day job betterBuyer: Support business objectivesApprover: Deliver ROI, $$$

Lead Generation

Pique interest enough to capture contact information

and start a conversation

Thought Leadership

Provide real value through education, best practices and meaningful insight

Sales Support

Create anxiety with the status quo, position against the competition and support

long-term relationships

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Source: https://trackmaven.com/blog/marketing-funnel-2/

© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Modify the Creative Brief for B2BTeam Members

Project Description

Business Objective (KPIs) (Ex. Increase Pipeline/RFPs, awareness, marketing qualified leads, wins against

Salesforce)

Persona (Ex. Job title, characteristics, industry, geography, maturity, organizational size, etc…)

Business Issue (From, Promise, To)

Audience Insight (Select and define User, Buyer or Approver. Motivation, Behavior, Insight)

Differentiated Benefit (Ie. Why Adobe instead of the status quo or Salesforce)

RTBs

Consumer Insight:

Business Challenge:

Target (SVT):

Consumer Challenge:

Benefit:

RTBs:

Brand and Project Description:

Team Members:

Creative Brief Template (Simplified Creative Brief)

FROM: PROMISE: TO:

Motivation: Behavior: Insight

Creative Brief Challenge

» 3-4 people per team» Must be at least 1 first year on your team» Submissions are due Monday, October 23rd by 11:59 p.m.» All submissions must be sent to: creativebriefchallenge@gmail.com» Subject line should begin with either CPG or TECH followed by the name of the

submitting team» Must use creative brief format, be only the front of 1 sheet of paper, and be in

PDF file format» 4 winners overall, 2 in Tech and 2 in CPG. Two 1st place teams (each receives

$2k), and two 2nd place team (each receives $1K)» Winners announced (& Pizza Party): Tues, Oct 24th at 3:30pm in W408-W410» The work must be original work by your team. Feel free to use a range of

research tools, but no outside help for the actual writing and wording of the brief.