A creative brief essentially outlines instructions for work to be done by the agency. It’s an incredibly useful tool for focusing the efforts of the creative team. Here are a few tips to help you deliver a clear and concise voicemail creative brief:
1. Overview – What is the overall project scope and goal? Are you introducing a new product? Reinforcing an existing brand position? Trying to drive traffic to a new digital app or improved online site?
2. Most important concept – This is the key takeaway for the creative team to spring from. What is the big idea? What one key thing do you want to express?
3. Deliverables – Website? Social media campaign? Digital animation video? Mobile app? Say what specific tools you need from your agency.
4. Primary audience – You know your target markets better than anyone; explain who your audience will be for this campaign.
5. Tone – What image are you trying to convey? Do you want to project a friendly/casual tone or one that’s more formal?
6. Top features/benefits – Try to summarize in one sentence the unique value proposition and key features/benefits of your product or service compared to the competition.
7. Budget/schedule – What is the target date for campaign rollout? What is the budget for the project? If you don’t yet have a specific approved dollar number, try to provide a range.
8. Don’t wants – It’s important for the agency to know anything you definitely don’t want to see in a campaign. If you hate ads with dancing animals or irritating spokespeople, say so.
Now that we’ve passed along these tips, you can concisely deliver a creative brief without sounding like one of those fast-talking radio ads
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