Client, Media And Creative Brief

Question 0

Why is the brief important?

Answer 0

– It defines the task and lists the deliverables
– It is a strategic touchstone, a written contract
– It provides inspiration for great ideas
– The media plan and creative message is only as good as the brief
– Good briefs mean better briefings. The work is done well the first time around, maximising time and cost efficiencies

Question 1

What are the main types of briefs?

Answer 1

The client brief for the main point from which the communication strategy will spring .
The media brief will contain information about the channels that need to be used.
The creative brief help develop the creative message and ideas.

Question 2

What’s makes a good brief?

Answer 2

– It needs to inspire the recipient to produce great work
– It must be easy to understand
– It should be un-put-aside-able until it’s cracked
– It should be kept simple
– It should not contain jargon

Question 3

What are the three key areas that make a good client brief?

Answer 3

– Writing it down
– Clarity of thinking
– Clearly defined objectives

Question 4

What are the 8 things is a good client brief should contain?

Answer 4

1) project management
2) where are we now?
3) where do we want to be?
4) What are we doing to get there?
5) Who do we need to talk to?
6) How will we know we’ve arrived?
7) Practicalities
8) Approvals

Question 5

What is it more difficult today to reach audiences then it was before?

Answer 5

– Fragmented media, less traditional media
– Consumers have less time to pay attention to ads
– The Internet has democratised information that was previously only available off-line
– Digitisation offers choices to skip ads
– New channels of many more realistic communication options
– Social media blurs the lines between PR and advertising

Question 6

What are the nine detailed questions to ask a client with the media brief?

Answer 6

1) The target audience
2) CRM management
3) Secondary target audiences
4) Distribution
5) Response required
6) Seasonality
7) Communication message
8) Competition
9) Planning and budget setting cycle and practices

Question 7

What are the key elements of the media brief?

Answer 7

1) Understanding the brand, market, competition and the marketing objectives
2) Up-weighing required for markets or periods
3) Geographies
4) Timing
5) Brand marketing history
6) Brand objectives
7) Likely shape of the communications mix
8) Assets available
9) Budget
10) Freedom in its definition of media
11) Specific media objectives
12) Priorities for initiative support

Question 8

What are the key elements of the creative brief?

Answer 8

1) Brand/product
2) Brand essence
3) Brand personality
4) The communication challenge
5) Target audience
6) Barriers advertising must overcome
7) Consumer insight
8) SMP (single-minded proposition)
9) RTB (reasons to believe)
10) Tonality
11) Mandatory inclusions