GIVING A BRIEF TO A CREATIVE AGENCY

Creative Brief

If you want good creative work without going getting exhausted through a series of misunderstandings and iterations; please be clear about the following 11 points.   

1. Make an itemized list of what all needs to be worked upon by the agency
2. Explain why do you need this material in the first place. 
3. Area and Budget considerations
4. How is this activity linked to - and dependent on - other activities.
5. What is on offer 
6. Target audience we want to influence
7. Persona of the target audience 
8. What is the monitorable objective
9. What message/s we want to convey
10. What are the do's and dont's 
11. What is the support material
12. Time Table 
13. Who is giving the brief and who will answer the queries 

An Example of a Creative Brief in Practice

• WHAT NEEDS TO BE DEVELOPED : 2 versions of 100 cc press ad and 3 hoarding designs. 
• WHY IS THIS MATERIAL NEEDED : To make people aware of the Citibank's  new “CitiClick" service and to promote trial.  
• AREA AND BUDGET : The material will be used in western region in the months of June and July only. We estimate to spend Rs 50 Lakhs on media and Rs 5 Lakhs in development costs.
• RELATIONSHIP TO OTHER ACTIVITIES : Citiclick needs to penetrate to at least 100000 households in Mumbai and Pune to establish it as a distribution vehicle for the insurance business we want to launch before Diwali.
• WHAT IS THE PRODUCT : This is a free mobile application that works on all  operating platforms - from iPhone to Android – and makes online purchases easier and more secure. If used within 10 days, they get Domino Pizza at Rs 100 discount.  
• TARGET AUDIENCE : Existing Citibank customers in Mumbai and Pune. The primary target will be males and female, 20 to 35 years old, with at least one Citibank credit card. The target will be approximately 70% married, with a combined HH incomes of  Rs 120000 per month income.
• WHAT IS THE MONITORABLE OBJECTIVE : We want 50000 downloads in the first two weeks.
• TARGET AUDIENCE PERSONA : This audience is comfortable with new technology, and quick to test new smart phone apps that leverage their time. They like to be among the first to have the latest and greatest electronics, apps and especially phones. They make multiple online purchases monthly.
• POINTS TO CONVEY : The main point is to convey that CitiClick will simplify and speed all of your online purchases, while providing increased security irrespective of the device  you have. The secondary points you have are (a) It's free, from Citibank - your trusted financial partner (b)  Get a Domino pizza at Rs 100 discount - details come with the app (c) Backed with a 100% purchase / fraud protection guarantee (d) It has earned rave reviews from real users. (See attached quotes.) (e) takes just seconds to select from multiple pre-personalized download options via your online account.
• DOS AND DONTS : The logo and web address and help line number should be there except in hoardings. The font should be the standard Citibank font only. Please use existing photographs only : no new shoot is budgeted.
• SUPPORT MATERIAL : Attached herewith are (1) consumer insights (2) Brand positioning (3) Tag lines used recently (4) Terms of the Pizza offer.
• TIME TABLE : Roughs to send by May 15^th, approval of roughs by May 25^th, artworks ready May 31^st and releases by June 7^th.
• PERSON GIVING BRIEF : Aditya Sarin,  Assistant Manager in the marketing communications department of Citibank created this brief and takes responsibility for the information and for answering all queries.