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| WRITING
A CREATIVE BRIEF |
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I find that most of my clients have little knowledge of what needs
to be included in a creative brief. Some think that a creative brief
stifles creativity as it organises the project!
They are right. It does stifle rampant creativity. But it does encourage
goal orientated results and now we need to use company resources
more productively.
A creative brief gives you at least 30% better outcomes. Everybody
wants better outcomes!
It also:
- Gives your marketing company a great chance to get messages
and visuals that communicate
- Clarifies what you want from your communications company
- Lessens time wasting activities
- Disciplines your marketing/advertising company
- Makes your company outcome orientated
WHAT TO INCLUDE
IN A CREATIVE BRIEF
- Name of product or service and date
- Product description
- Current product/service situation
- Product/service positioning
- Product life cycle
- Features of consumers - attach research
- Target audience – non-users, potential users, and referrers
- Objectives of the project
- Desired outcomes
- Details of offer and promises
- Target audience response required
- Description of action-coupon, freepost, 1800 telephone inquiry
- Compulsory inclusions – image, style, Internet, address,
phone & fax
- Type of media placement
- Deadlines
- Budgets
WE CAN HELP
If time is an issue we can help you clarify issues, complete your
research, write your creative brief or evaluate responses to creative
briefs.
Maria Charlton B Com MBA AFAMI CPM
Managing Director - MAP Marketing
+61 2 4929 7766
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