��
Client
Project
Job Number
Prepared by
Date
�
I Ð Background And Assignment
The Product or Service and the Market
What is the product or service�to be communicated?
How is it different or better?
What does it improve on,�replace, or compete with?
What is the current�business environment?
What is our situation?
Is there an existing on-line presence?�
�
�
Assignment and Objectives
What have we been asked to do?
What do we want our�communication to achieve?
Where does it fit in the overall marketing communications plan?
What is the role of direct marketing?
What aspect of Customer�Ownership does this address?
If interactive, will this be �new or repurposed content?
How will our success be measured?�
�
�
�
II Ð Understanding The Target
Who are they?
Include insightful demographics, psychographics, lifestyle or professional information, values and behavior both in general and �vis-ˆ-vis our category
For interactive, include their home/office browsing habits, and capabilities, . operating system, modem speed, etc.
Express these in a way which brings the target audience alive as living, breathing people.�
�
�
�
�
�
Current Brand Attitudes and Behavior
What do they think about�our product or service today?
What do they think about�our Brand today?
What attitudes need �to be challenged?
How are they currently using�our product or service?
How do they currently interact with our brand or competitors,�. phone, mail, catalog, etc.
Express in the targetÕs own words?�
�
�
Desired Brand Attitudes
What do we want them to �think in the future? Be realistic.
How will they feel that they �Òown the Brand?Ó
Express in the targetÕs own words.�
�
�
�
III Ð Strategy And Action
Communication Strategy
How will we motivate our target �to do what we want them to?�
�
�
The Most Important Promise
What is the most differentiating and persuasive idea we can communicate?
If it helps, express this�promise as a headline.
Express in the targetÕs own words.�
�
�
Action and Offer
What do we want our target to do as a result of this communication?
What incentive can we use to encourage them to respond quickly?
For interactive, what are the functional requirements and limitations, �. e-mail, forums, file size form based response, etc.?�
�
�
Contact Strategy
How will we reach the target?
Outline briefly.�
�
�
�
IV Ð Product And Brand Context
Support
Why should the target believe�our most important promise?
What are the specific attributes and benefits the product or service offers which make our most important promise worth acting on?�
�
�
Brand Essence and Personality
What is the essence of the Brand �our communication is part of?
Include suggestions of�tone and manner.
Express as a BrandPrint if applicable.�
�
�
Competitive Choices
What other products and services like ours are available to the target?
For interactive, include �competitive URLs.�
�
�
�
V Ð Guidelines
Creative
Consideration of logos, design guidelines, Client preferences or mandatories, sacred cows, past history, and any other useful information.
For interactive, specifically, include browser requirements, server platform, modem requirements, file size limitation, media specs.�
�
�
�
�
�
Legal
What do the lawyers recommend�we spell out or steer clear of?�
Text�
�
Budget�
Text�
�
Hours planned for�creative development:�
Text�
�
Dollars planned for production:�
Text�
�
Timing
When do we present to the client?
Include air, publication or �mail drop date.
For interactive, Q&A and posting requirements.�
�
�
����Key Signatures
�
�
�
�
�
Strategic Planner:�
� FORMTEXT ��_____��
Date:�
� FORMTEXT ��_____��
�
Creative Director:�
� FORMTEXT ��_____��
Date:�
� FORMTEXT ��_____��
�
Client Service:�
� FORMTEXT ��_____��
Date:�
� FORMTEXT ��_____��
�
Media Director:�
� FORMTEXT ��_____��
Date:�
� FORMTEXT ��_____��
�
Production Manager:�
� FORMTEXT ��_____��
Date:�
� FORMTEXT ��_____��
�
Client:�
� FORMTEXT ��_____��
Date:�
� FORMTEXT ��_____��
�
�
VI Ð Creative Brief Summary
Assignment�
Text�
�
Target�
Text�
�
Key Consumer Insight:�
Text�
�
Current Brand Attitude:�
Text�
�
Desired Brand Attitude:�
Text�
�
The Most Important Promise�
Text�
�
Action and Offer�
Text�
�
Key Support Points�
Text�
�
Brand Essence and Personality�
Text�
�
Budget and Timing�
Text�
�
Prepared by�
Text�
�
� FORMTEXT ��_____��
�
Signature:�
� FORMTEXT ��_____��
Date:�
� FORMTEXT ��_____��
�
Page � PAGE �9�
�
OgilvyOne Creative Brief
Page � PAGE �9�
