Question

Topic: Student Questions

Advertising Creative Brief

Posted by Anonymous on 8/18/2008 at 7:31 AM ET 250 Points
I am an Advertising student, studying at University. As part of our assessment we have been asked to write a creative brief reflecting on the current 2008 campaign for a Kraft Macaroni and Cheese product (Easy Mac). "Get ready for the big cheesy taste" (One of the ads features a gigantic bowl of the product).

I have been looking for an example of a creative brief that i can use to teach me of the language used in the real industry but have had no luck. If anyone would be kind enough to send me an example it would be very much appreciated.

And yes, I have looked through the previous threads on this issue and found some helpful tips, but am still keen to get my hands on the real thing :)

Thanks in advance!

p.s. My assignment is due next week! :-/
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RESPONSES

  • Posted on 8/18/2008 at 8:28 AM Accepted
    Here's a link to the creative brief document we use at My Creative Team: https://www.scribd.com/doc/4859844/MCTWorkPlan
  • Posted by Jay Hamilton-Roth on 8/18/2008 at 9:20 AM Accepted
    Some more examples:
    https://www.adcracker.com/brief/
    https://www.svcseattle.com/ccwww/pyramidcb.html
    https://shantichristensen.blogspot.com/2007/05/creative-brief-sample.html
    https://www.oppapers.com/essays/Creative-Brief-Sample/130222
  • Posted on 8/19/2008 at 4:40 PM Accepted
    The terminology is rather important because as the first commenter points out, a creative brief usually precedes a campaign and is an internally focused document, something you as the account manager are using to translate the client's need into a creative vision that your creative services team can latch onto and develop.

    A client briefing is something else entirely. It is where you are taking your team's concepts and summarizing it conciely for the client.

    Is the idea that you are taking easy mac and pitching the ad concept to the folks at Kraft?

    If you are looking for the elements in a creative brief, the example at adcracker list above isn't bad. If you are instead preparing a client briefing, if time is short, you might also consider looking at a not bad template offered free by Microsft at https://office.microsoft.com/en-us/templates/TC011442811033.aspx?pid=CT1014...

    The key elements of a good creative brief.

    1) Dear God, be BRIEF!!! You wouldn't believe how many alleged professionals do not get this. Mainly it is because they are so enamored of themselves, they can't stop explaining to you how brilliant they are.

    2) The key elements:

    - BRIEF overview (what are we selling)

    - Audience (to whom are we trying to sell it)

    - Secondary Audience(s) (who else might buy it)

    - Key message what is the one message we want to convey (why do they want to buy it)

    - Required items: What has the client indicated must be included. Clients vary in terms of how proscriptive they are. A company like Kraft would have a very detailed brand book describing exactly how their products were to be presented, the colors and ofnts that could be used, acceptable and unacceptable phrases, use and positioning of logos and tag lines, etc.

    - Evidence and Differentiators: Why is this product the best? What do we have to support that? What makes it different from other competitors in the marketplace? Include a brief recap of available market research.

    - Project outline, timeline: The critical path that the project will take through your creative services team indicating key milestones and deadlines.

    Good luck!

    ~ Jason



  • Posted on 8/20/2008 at 4:57 AM Author
    Thank you all for your detailed responses. This will certainly help me get started!

    I spoke to my tutor about it today. Basically, we are required to deconstruct the ad and provide justification as to why the advertising team took that particular direction. The assignment is to be set out in the form of a "creative brief" although, as you point out a creative brief is not quite the same as what they are asking.

    They say to outline the key concepts of the campaign, what they set out to achieve and how they did so - and to justify their rationale. We also have to define the target market in detail and explain why and how this advertisement is successful.

    Would I be right in saying that the target audience is Mothers with sons, as well as young adult males - particularly those living out of home?

    Thank-you again for all your help. It's really appreciated! =)
  • Posted on 8/20/2008 at 7:33 AM Author
    P.S. Would anybody be interested in reviewing a draft? Promise it wont be longer than a page or two! =)
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