The Creative Brief A creative brief is a bridge between strategic thinking and t

Do you need this or any other assignment done for you from scratch?

We have qualified writers to help you.

We assure you a quality paper that is 100% free from plagiarism and AI.

You can choose either format of your choice ( Apa, Mla, Havard, Chicago, or any other)

NB: We do not resell your papers. Upon ordering, we do an original paper exclusively for you.

NB: All your data is kept safe from the public.

Click Here To Order Now!

The Creative Brief
A creative brief is a bridge between strategic thinking and t

The Creative Brief
A creative brief is a bridge between strategic thinking and the creative work. For the creative team, a creative brief serves as a blueprint or a compass. A good creative brief not just provides direction for the creatives but also serves as an inspiration. As the name suggests, a creative brief is concise and free of superfluous details.
You will recall from our class discussion that a creative brief sets the boundaries within which the creative content is developed. Although creative briefs are used in advertising agencies, their value is being recognized in a variety of marketing situations including web design, logo design, new releases and events, sponsorships, social media messages, and other promotional and PR activities.
The Assignment
For this assignment, you will create a creative brief for one of the following “troubled” brands. Imagine you are a strategist at an AD or PR agency working on this account and use the various components we discussed in class to write your creative brief.
The Brands (you MUST choose one of these brands)
Peloton – https://www.onepeloton.comLinks to an external site.
WeWork – https://www.wework.comLinks to an external site.
AMC Theatres – https://www.amctheatres.comLinks to an external site.
Norwegian Cruise Line – https://www.ncl.comLinks to an external site.
ExxonMobil – https://corporate.exxonmobil.comLinks to an external site.
The Creative Brief
All agencies have their own type of creative brief, but all include the following components or sections:
Objective (15 points) – This section should answer the question, what are we trying to communicate and why?
Target Audience (15 points) – This section should describe the audience in detail. Demographic information is good, but more evocative language is better to help the creative team see and hear and feel like the targeted audiences.
The Big Idea (15 points) – This is usually a short statement that captures the essence of the strategy. For example, Canada has value to people looking for cold weather gear, Canada Goose.
Support for the Big Idea (15 points) – This section should be a 3-5 bullet points or sentences that describe the brand, product, and competitive situation.
Desired Response (15 points) – This section should include answers to two questions. First, what does this target audience currently believe. Second, what do we want this audience to believe after seeing our advertising or public relations activity?
Tone and Style (15 points) – This section should describe the tone (somber, serious, playful, silly, humorous, juvenile, etc.) and the style (architectural, everyday, artistic, abstract, etc.)
Overall (10 points) – Is the brief clear, concise, complete, evocative, and believable?
The Background (understanting the context of the brief is as important as the brief)
To achieve brilliant creative, the strategy must be rooted in business objectives, competitive landscape, the brand essence or promise, and emotional connection. So, you will need to do extensive research to identify the problem, come up with an objective, find the right target audience, and the big idea. Then, you will need to use your research and understanding of your brand, competition, and audience to provide support for your big idea and describe the desired response to your advertising and PR messages. You can also include the tone and style to be used along with any mandatories that may be required by client or the legal department.

Do you need this or any other assignment done for you from scratch?

We have qualified writers to help you.

We assure you a quality paper that is 100% free from plagiarism and AI.

You can choose either format of your choice ( Apa, Mla, Havard, Chicago, or any other)

NB: We do not resell your papers. Upon ordering, we do an original paper exclusively for you.

NB: All your data is kept safe from the public.

Click Here To Order Now!