A creative brief is a document used by creative professionals and agencies to develop creative deliverables: visual design, copy, advertising, web sites, etc. The document is usually developed by the requestor (in most cases a marketing team member) and approved by the creative team of designers, writers, and project managers. In some cases, the project's creative brief may need creative director approval before work will commence.
In advertising agencies, creative briefs are written after the client briefs the agency (client brief). After receiving the client brief, the account manager is responsible to sort the data out to come up with a creative brief (may be in collaboration with creative director). [1]
The creative brief, consisting of a series of simple questions asked by the creative team and answered by the requestor, becomes the template for the creative execution. As the creative develops, there may be potential for it to move off track. If this happens, team members can refer back to this mutually agreed upon document to see where the divergence began. [2] Within an advertising agency environment, it is typically the responsibility of the account manager to ensure that the creative execution is "on-brief". : [3]
Creative briefs can come in many flavors and are usually tailored to the agency or group that is developing the creative deliverable. They know which questions (and answers) are of paramount importance to them in order to deliver a high-quality creative execution. [4]
In the past, creative briefs were redacted and included graphics, charts, newspapers scraps or illustrations and photos. With the arrival of computers, more and more agencies moved to digital briefs, using text editors, presentation software and digital design tools to design and produce the briefs. Collaborative software made it possible for creative teams to collaborate with their clients and other specialists involved in the brief online.
The precise nature of a creative brief varies from company to company, however a typical creative brief may contain: [5]
A creative brief must be directional and inspirational. Directional elements refer to marketing elements (target market, objectives, message, etc.) and inspirational elements refer to tone of voice, feeling of the advertisement. [6]
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement.
Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing.
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior.
Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors. It is different from the concept of brand awareness. In order to position products or brands, companies may emphasize the distinguishing features of their brand or they may try to create a suitable image through the marketing mix. Once a brand has achieved a strong position, it can become difficult to reposition it. To effectively position a brand and create a lasting brand memory, brands need to be able to connect to consumers in an authentic way, creating a brand persona usually helps build this sort of connection.
Marketing management is the strategic organizational discipline which focuses on the practical application of marketing orientation, techniques and methods inside enterprises and organizations and on the management of a firm's marketing resources and activities.
An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally independent of the client; it may be an internal department or agency that provides an outside point of view to the effort of selling the client's products or services, or an outside firm. An agency can also handle overall marketing and branding strategies promotions for its clients, which may include sales as well.
Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive, which allows brands and advertisers to engage deeper with the users. A display ad can also be a companion ad for a non-clickable video ad.
Marketing communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.
Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. Copywriting is aimed at selling products or services. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability. Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product.
Media agencies advise companies on how and where to advertise, and on how to present a positive picture of themselves to the public. Primary services include advertising, public relations and other forms of media management.
Mobile marketing is a multi-channel online marketing technique focused at reaching a specific audience on their smartphones, feature phones, tablets, or any other related devices through websites, e-mail, SMS and MMS, social media, or mobile applications. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services, appointment reminders and ideas. In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".
Account planning brings the focus on the consumer into the process of developing advertising. Planning is a job function relating to the application of strategy and planning. The discipline and its tools and techniques help to build unique directions, propositions and communications concepts across advertising and marketing channels. The Account Planner, or simply Planner, has a role to identify and empathize with the target market and utilize multiple types of data to unlock insight that creates value between the consumer, the brand and the category of Product (business) or service. The thoughts and observations are construed into a value proposition and make up a document, often called a Creative Brief, that is used to create and inspire advertising campaigns and other marketing communications.
Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ROI and return on marketing investment (ROMI). In today's competitive business environment, effective marketing strategies play a pivotal role in promoting products or services to target audiences. The advent of digital platforms has further intensified competition among businesses, making it imperative for companies to employ innovative and impactful marketing techniques. This essay examines how various types of advertising methods can be utilized effectively to reach out to potential consumers
Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign.
Account executive is a role in sales, advertising, marketing, and finance involving intimate understanding of a client company's objectives and products and a professional capability to provide effective advice toward creation of successful promotional activities and strategies. The account executive (AE) directly works with, and provides services to, one or more delegate officers or executives of the client company.
Media planning is generally outsourced and entails sourcing and selecting optimal media platforms for a client's brand or product to use. The goal of media planning is to determine the best combination of media to achieve the clients objectives.
Social network advertising, also known as "social media targeting," is a group of terms used to describe forms of online advertising and digital marketing focusing on social networking services. One of the significant benefits of this type of advertising is that advertisers can take advantage of the users' demographic information, psychographics and other data points to target their ads appropriately.
Native advertising, also called sponsored content, partner content, and branded journalism, is a type of paid advertising that appears in the style and format of the content near the advertisement's placement. It manifests as a post, image, video, article or editorial piece of content. In some cases it functions like an advertorial. The word native refers to this coherence of the content with the other media that appear on the platform.
An Adcept is a tool used in marketing & advertising development to test creative ideas or brand positionings. The term is an amalgamation of the words 'advertising' and 'concept', indicating its role as a halfway stage between a concept idea and an advertising execution. Traditionally, adcepts have been used to check early creative work, typically with advertising agency clients or in market research focus groups.