Como escrever um briefing

WRITING THE CREATIVE BRIEF

The creative brief is our most important document - the better the brief, the better the end result!

The creative brief forms the foundation of the creative approach and helps guide the creative team towards formulating ideas that involve making a relationship between the brand, the product, the reward and the target audience...

Brand + Objective + Reward + Target audience = THE RIGHT SOLUTION!

With all the knowledge gained from the client brief, the research, the brainstorm sessions and the outcome from the feasibility study write the creative brief.

Creative briefs should be:

 Fully completed including the NAV number

 kept clear and simple

 Accompanied by a face to face briefing (and not just emailed or left on someone's desk)

 Contains everything the creative needs to know to do the job your asking of them

USING THE CREATIVE BRIEF DOCUMENT AS A GUIDE GIVE THE FOLLOWING INFORMATION...

THE BASIC REQUIREMENT

This is a statement that sums up what the project is about as simply and clearly as possible.

TARGET AUDIENCE

The more information that can be given here the better the picture of the consumer can be formed, for example - their gender, how old they are? How much do they earn? Their buying habits? What motivates them? What inspires them, what amuses them?

CLIENT BRAND & PRODUCT INFORMATION

Need to build as full a picture of the brand/product as possible, detail is key here, provide as much information on as concisely as possible, find unique product characteristics and pictures of the product (if appropriate). Describe how the brand/product positioning is expressed or how we should be communicating the positioning. Key competition information - who is the competition what differentiates the client from them? Are the competitors really better or not? Are there any existing campaigns or relevant previous campaigns? This is good for demonstrating how the client has positioned, styled and presented their brand.

SPECIFIC OBJECTIVE

A description of what exactly the client is hoping/trying to achieve?

SUGGESTED REWARDS

A description of the reward idea's that have been thought of already in as much detail as possible.

BUDGET BREAKDOWN

A description of what money/budget is available per brand product over the campaign with estimated volumes of retail purchases - detail is very important here, if there are any variations in how the campaign could be rolled out with different retailers it needs to be mentioned here.

ACTIVITY TIMING

This is a important reference point, include any significance regarding dates if they relate to any events outside the retail calendar. Any other important details: List any elements not to be used and any mandatory elements to need