Creative Briefing Sheet

 

JOB TITLE

 

 

 

 REQUIRED BY (DATE)

 

 

 COMPANY NAME AND CONTACT DETAILS

 

 

 

 

 

 PRODUCT NAME

 

 

 

 

 

 REQUIREMENT

(eg: conceptual ideas, copy platform/headlines, finished copy)

 

 

 

 

 

 ELEMENTS REQUIRED

(eg: sales letters, mailing packs, brochure, press adverts etc)

 

 

 

 

 

 SPECIFICS

(eg: size, nos of pages, colours, visual techniques)

 

 

 

 

 

 

 OBJECTIVE

(eg: to encourage drinkers of Newcastle Brown to try Babycham)

 

 

 

 

 

 

 TARGET MARKET

(eg: as detailed as possible, who they are, what they know/think about product)

 

 

 

 

 

 

 

 BACKGROUND

(any information about the company/product/ competitors/market)

 

 

 

 

 

 

 

 

 POSITIONING/STRATEGY/COMMUNICATION ROUTE

 

 

 

 

 

 

 KEY PROPOSITION/OFFER

(eg: you get drunk faster when you drink Babycham/ buy three bottles get one free)

 

 

 

 

 

 

 

 SUBSTANTIATION/EXPLANATION

(eg: Babycham is 90% proof/ send the tops from three bottles and we'll send you a free bottle voucher)

 

 

 

 

 

 

 

 KEY BENEFITS/ADDITIONAL INFO

(eg: Babycham also makes your breath smell nice/ and we'll enter you in a free prize draw)

 

 

 

 

 

 

 CREATIVE CONSIDERATIONS

(eg: corporate style, branding)

 

 

 

 

 

 

 TONE

  • (what you want the customer to know, how you want them to feel)
    •

     

     

     

     

     

     

    CALL TO ACTION

  • (phone, complete coupon, fax us)
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    INCENTIVE

  • (eg; closing date, limited offer, while stocks last)
    •

     

     

     

     

     

     
  •  

    SIGNED DATE

    •