Strategic Creative Brief Framework for Agencies

1. Key Market Observation

(WHY?) What one problem or need can the brand solve or satisfy for the market that will help the creative agency understand the business? Please provide only the basics.

2. Source of Business (€)

Where, specifically, is the business expected to come from, and why would customers pay for it?

• Avoid general descriptions; provide only specific sources.
• Example: People unhappy with specific restrictions on their current brand.

3. Consumer Barrier and Insight

What one thing is known about the potential target audience that may help reach them or needs to be overcome?

• What do they already know, think, or feel about the brand or product category?
• How do they distinguish between different brands?

4. Target Market

What is the most clear description of the potential target audience?

• Provide enough information so the agency can imagine whom they are addressing.
• Descriptions must go further than a simple listing of demographics or lifestyle characteristics.

5. Communication Objectives and Tasks

• What communication tasks are to be accomplished? (Refer to the IMC planning worksheet).
• What is the main specific communications objective for this creative?
• Designate the primary objective (e.g., category need, brand awareness, brand attitude, or purchase intention).

6. Brand Attitude Strategy

How do consumers make decisions? Is the decision high or low involvement? Is it informational or transformational?

7. Benefit Claim and Support

What is the primary consumer benefit and why?

• Identify the benefit claim most strongly associated with the need or motivation and provide evidence that supports this choice.
• Example: If consumer motivation is based on incomplete satisfaction, point out comparative advantages and how they should be presented.

8. Desired Consumer Response

What should the target audience know, think, feel, or do as a result of this communication? This should be a brief summary of the expected target audience reaction.

9. Creative Guidelines

What tactics are appropriate for the type of brand awareness involved and for the strategic Rossiter-Percy grid quadrant chosen?

10. Requirements and Mandatory Content

What requirements—creatively, legally, or corporately—must be included? (e.g., logo treatment, legal disclaimers).