THE CREATIVE BRIEF TEMPLATE RESIT TEMPLATE 1 COVER

THE CREATIVE BRIEF TEMPLATE RESIT TEMPLATE

1. COVER Your client impressed you with their cover page. Return the favour.

2. TEAM PRESENTATION There will not be a presentation to your client and your assessor. But you still need to introduce yourself. How would you introduce each one of your team members and make all team members roles relevant to the business challenge you are solving? Remember: You don’t have a second chance to make a first good impression.

3. Business brief recap This slide highlights the key points of the business brief received. In bullet points. . How did you challenge it?

4. The 3 -pillar approach You will tackle one pillar at a time, by delivering insights for each: - What consumers want - What the category offers - What your brand stands for, which makes it unique and relevant? You may need to use more than one slide for each pillar, remember the aim is to reach one final slide that synthesises all your findings. (see next slide)

4. The 3 -pillar approach 1. CONSUMER The human truth (the insight) 3. 2. CATEGORY The offering the category (competition) is delivering to the consumer BIG IDEA BRAND The differentiator that makes it consumer’s unmet need and the opportunity to do so

5. The BIG IDEA Big ideas are brutally simple 3 to 5 words to describe the big (platform) idea you will build your communication on. Are you beating around the bush?

6. The creative rationale Convince us with your BIG IDEA. What’s the reasoning behind it? How do you support it? … Again, Are you beating around the bush?

7. The Creative brief You scanned and scrutinised the client’s brief, researched the brand, its consumers, its category from and you have generated a very powerful insight. You have locked your big (platform) idea, You have all the key elements to write the creative brief for the creative people within your team. How creative is your creative brief? Make it inspiring! 300 -500 words

7. The Creative brief BRAND ESSENCE: BUSINESS OPPORTUNITY: What does it have? Do? What makes it different? Who is it for? What is its personality? What does it stand for? What do I value most and what is my driving purpose? Business objective and marketing challenge: what is the objective of the communication you will create? What will help achieving on a business level? THE CONSUMER: HUMAN TRUTH: (INSIGHT) Who do you need to influence? What do you know about them? Where are they? THE CONSUMER BARRIER: What exactly do you want them to do? What is currently getting in the way of them doing it? THE COMMUNICATION OBJECTIVE: What is the surprising - unexpected truth about why people think, feel or behave in a certain way – which will help you create an A-HA moment when using it to break the consumer barrier. BRAND TRUTH: What is the key message you want to deliver to your consumer DESIRED RESPONSE: How do you want them to respond /react to your message why would they believe your communication message? PRODUCT BENEFIT: Reason why (RW) / reason to believe (RTB) BIG IDEA The 3 -5 words that captures what you want to stand for DELIVERABLES: What are you requirements? The channel(s)? EXECUTIONAL MANDATORIES: What are the brand assets (ownables), tone of voice, and other mandatories to be taken into accounts. BUDGET : What’s the budget allocated for this project? DEADLINE: When do you need it?

8. The strategy map The client has a specific business goal. Based on your big idea, how are you going to take him there? What is the roadmap that you will build from where your consumer is today to where you want him/her to be?

8. The strategy map CURRENT BELIEF DESIRED BELIEF VALUE PROPOSITION (WHAT’S IN IT FOR THE CONSUMER) CURRENTLY DO DO IN THE FUTURE SUPPORT:

9. Does your big idea have legs? Give us some appetizers! You have an interesting story to say, How are you going to say it in a interesting way? In this slide you will show some key executional ideas (by selecting moments of contact from your Mo. T diagram) that helps your client to visualise how far reaching your Big Idea is.

Appendix Credits and references for all material used.