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1. Background / Overview / Goal/Direction:

What's the big picture?

What's going on in the market?

Any opportunities or problems?

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

2. What is the objective, the purpose of the video:

A concise statement of the effect the ad should have on consumers. Typically expressed as an action. And focused on what the ad should make them 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 Joe’s Pizza.

3.Target audience: Who are we talking to:

The more precise and detailed the better. Go beyond age and sex to describe demographics and psychographics. Explain how the audience currently thinks, feels and behaves 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 in three 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. The target 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 that leverage 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".

4. What's the single most important thing to say?

What's the single most persuasive or most compelling statement we can make to achieve the objective?
This should be a simple sentence. No more than a few sentences if absolutely necessary. Avoid generalities.
Example: "Joe - CitiClick will simplify and speed all of your online purchases, while providing increased security."

5. What are the supporting rational and emotional 'reasons to believe and buy':

Explain why the viewer should believe what we say.

Include all the major copy points, in order of relative importance to the consumer. In other words, 'What else can we say and show to achieve the objective?'

Can we be:

6. What else will assist creative development:

Here's where you can include consumer insights, a description of the brand personality, positioning tag lines, creative thought starters, terms of the direct response offer, result expectations, and mandatory elements such as the logo and Web address.

- User quote: "I see. I want. I click. I get."

- More info: Call Bill in research 555 8888 for full research report.

7. What is the call-to-action?

Choose from list:

or, Other:

8. Please list the links to 3-5 videos that convey a similar message or have the style you are looking for.

List here

9. Schedule: What do we need from the creative team? When do we need it?

Provide all details on media, size and color - for both the initial concepts and finished art.
Example:

1) Date _________initial creative review of ideas.

2) Date _________review dailies, or montage of the creative.

3) Date _________final internal creative presentation.

4) Date _________client media presentation.

Checklist

Did we provide sufficient reference sources: previous ads, brochures, competitor ads, books, videos or Web sites?

Do we have contact info / links to people, research or resources that can help the creative team?

Do we need a supplemental brief / info for a long format, social media, direct response, or new project?

What are our requirements versus preferences?

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Creative Brief