How to brief your ad agency July 31, Too many ads have no chance of being effective because the brief is poor.
Clients rely on this talent to create effective advertising that increases awareness or drives revenue. Without a written guideline to provide direction on a specific project, it's easy for the agency's team members to lose sight of the client's objectives.
That's where the creative brief comes into play. The creative brief is a summary of issues that can affect the project -- in any phase from initial concept to completion -- and communicates the goals, strategy, target audience and key execution details.
Basic Agency Needs The account executive prepares the creative brief after an initial meeting with a client. At its most basic level, the brief provides information necessary to traffic the job through the agency and to bill the client for time spent on the project.
Some agencies use a boilerplate that generates an in-house job ticket at the time of entry. The creative brief also assigns team members to the project, and includes client contact information, due dates, deadlines for deliverables, budget, and project stages, where applicable.
Summary Write the summary with the general project goals in mind, thinking in broad strokes about the big idea. For example, what is the primary purpose of the ad? The summary should be about a paragraph in length and include quick details about the client's product.
The summary may also reference past projects or competitors' design work to help inspire ideas and more clearly define the client's needs. Target Audience Profile the target audience for the product, using demographics to expand the team's understanding of who the ad is designed to reach.
Define a typical user of the product, including occupation, family size, gender, age range and income. He might be a homeowner living with his small family in a large metropolitan city.
He is likely to be smart, stylish, proud of his home, and may consider his "toys" a reflection of his personal taste and status. You must understand what it is the target audience cares about, as well as its wants and needs to be successful in targeting the ad and concept to the consumer.
Objectives The meat and potatoes of the creative brief must address the project's desired objectives and what it takes to get there. Successful briefs look for ways to build a relationship between the brand and the consumer. You must first define the message you are trying to convey to the consumer.
The brief should address human desire, and include emotional as well as rational needs. For instance, if the high-end home theater owner is looking for cutting-edge equipment, it might be because it's prestigious or sexy, or because the quality and experience is unparalleled. You might want to convey sophistication and quality in the ad.
Research and relay the industry and the competition to the team, and make sure that your creative brief provides enough spark to get their creative juices flowing.
Outcome Define the outcome that your client hopes to achieve with the ad. Whether the company is looking to break into a new niche market for a specific high-end theater projector, or hopes to see a 15 percent increase in sales of an existing theater equipment line, ensure that the creative brief serves as the guiding force that constantly reminds the creative team of the desired outcome.
Without it, it's easy for a creative thinker to veer off track. Deliverables Define the deliverables of the job.'It is far easier to write a speech about good advertising than it is to write a good ad.' - Leo Burnett.
Press ad can be divided as follows: to see if people notice the ad.
Creative Approaches • Problem - solution - before & after comparison. Agency Brief & Advertising Strategy. An agency brief has all the raw material that an agency.
Writing a Statement of Work (SOW) is one of the most important things that an agency does. Frequently it is the first deliverable that a client sees.
Back to Basics: How to Write a Statement of Work. by Barry on August 25, Develop Creative Brief and present it to client for review and approval;.
Write 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.
The ad below, produced by a UK agency for Viagra, is much closer to addressing the true benefit of the product. It makes an emotional connection with guys.
It talks directly to a human need: the freedom to be yourself without fear. Before the creative brief is written there is another brief that you, the client, write: the client brief. The purpose of the client brief is to tell the agency’s accounts staff (your contacts) about the problem to be solved or your communications objective.
Basic Agency Needs. The account executive prepares the creative brief after an initial meeting with a client. At its most basic level, the brief provides information necessary to traffic the job through the agency and to bill the client for time spent on the project.