The Creative Brief

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The Creative Brief

• CJ 482

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From Positioning To Execution

• After positioning it is required to establish the
  fundamental creative (copy) objective of
  integrated brand communications.
• The launching pad is the creative brief

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Creative Brief

• This is the document that summarizes all we know
  about the product, the situation, etc.
• Sometimes, this document is all the information
  that a creative is going to read.
• Every ad agency has its own version

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The Critical Elements Of Creative Strategy

• A strategic focal point
• A creative focus that answers what the intended
  outcome of the communication campaign should be.
• Energizer
• Keeps things going longer than the other guys
• Gatorade
• Is a drink that quenches the thirst of
  hardworking athletes

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The Critical Elements Of Creative Strategy

• A positioning statement
• An statement that specifies how we want consumers
  to think about the brand after exposure to the
  message.
• Pizza Hut is fun, family-oriented and economical.
• The big idea
• Energizer
• Toys (or bunny) keep going and going

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Creative approach Generic Strategy

• No competitive or superiority claims.
• Best used for brands that dominate the category.
• No need to compare with the competition.
• Relies on attributes and benefits.
• Makes brandcategory

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Generic Strategy
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Creative Approach Preemptive

• Generic claim with superiority
• Airtran Rolls Royce engines
• Competing brand might have a similar claim but
  company used it first.
• Most useful in growing market where advertising
  is generic or nonexistent

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Preemptive
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Creative Approach Unique Selling Proposition

• Superiority claim based on a physical feature or
  benefit
• Most useful when competitors cannot match the
  claim

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Unique Selling Proposition
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Creative Approach Brand Image

• IMC builds, reinforce, or change the target
  audiences attitude toward the brand
• Focus on emotional and psychological appeals
• No real or long term advantages over the
  competition
• No competitive challenge

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Brand Image
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Creative approach Competitive Positioning

• Attempts to build mental niche in relation to
  identified competitor
• Usually attacks a market leader
• Helpful for small and/or new companies

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Competitive Positioning
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Creative Brief 1?
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Creative Brief 2?