Creative Brief

Project Name:

Lead Person:

Ad Campaign – Marketing Message Platform

The purpose of this _____________________________ [email advertisement, website page, direct mail, article, objection beater, brochure, etc] is to ______________________________ [inform, convince, persuade, entertain, scare, concern, raise awareness, etc.] ______________________________ [target audience] to/that _________________________________________ [the action or change of mind we want to create in the target audience] because _________________________________________ [the single most important reason they should do or think what we want them to.]

Other Stuff

Brief Version #:

Project Due Date:

Offer / Call-to-Action:

Reference info:

Notes/Comments:

Examples

Facetious, But Good:
The purpose of this ad is to convince 40-something red-haired women to buy Clairol’s Perky Blonde because blondes have more fun. (Or…look younger, or…gentlemen prefer blondes? Pick one and bring it to life.)

Vague and off target:
The purpose of this direct mail campaign is to inform Local County home sellers that they have a choice in Title Companies and should ask for Acme Title because we’ll do a better job.

Better:
The purpose of this direct mail series is to create enough concern in the minds of Local County home sellers around the issue of Title Insurance that they will visit the Local County website to investigate, because, if they don’t, they risk surprises that would add expense, delay or prevent the close of escrow.

Healthcare:
The purpose of this campaign is to persuade adults 65+ with leg pain to call for a free screening because, if the pain is caused by a circulatory problem (and not arthritis), a simple procedure exists that relieves the pain and gives them their active life back.

Service Business:
The purpose of these direct mail cards is to get businesses with 5 or more computers to remember us the next time their network crashes, because we’re ready for anything.