Hannah

Analyzing a Brief

A creative brief is a report that the project managers prepare to pass instructions and recommendations along to creative staff. Within an advertising project, usually, the creative brief contains the intended target audience (If any), what specific messages the company wants to convey, along with any specific mandatory’s which have to be included; for example, the company logo or slogan, any specific colours the company is recognized for.

A typical creative brief is shown below:

Creative Brief:

Client – The person you work for begins by giving you the brief consisting of a few standard parameters.

Product – The item you’re advertising.

Proposition – The point you’re trying to make, the single minded

Objective –Outcome, what you want to achieve

Media – Format of advert. For example, TV, press, radio, direct marketing. The client should look at the client’s budget an advise on which medium is most suitable. TV is, an expensive medium with which to broadcast your message, and may not be suitable for your target market or the product/service you’re selling.

Manditories –(otherwise known as “obligatories”) Got to be in the advert, things that the client must have or will refuse to accept no matter what.

Target Audience – Advert is aimed at a certain audience.

To show an example of a brief; I’ve chosen the brief we we’re given for AD105 – Lurpak.

Brief Given:

Client –– Danish Dairyboard

Product –Lurpak Butter

Proposition – “Spreads straight from the fridge”

Objective – Increase sales

Media – 48 Sheet poster - Billboard

Manditories – Logo, Slogan, Corporate colours

Typography – Digital, Web Address

Target Audience – Women aged 40-50

The purpose of writing a creative brief is to describe the current project, explaining the purpose and the plan to implement the project. The brief should provide the project outline to the parties involved. The marketing team clearly define what they want the creative team to create.