What is the background for this brief?
What is the current state of your business? What led up to this moment
What is the creative challenge at hand?
This should go beyond a goal statement. It’s a question that, if unlocked, this will change perception whether it’s how your audience understands your stance as a company, what your product or service can do for them, or your own employee’s perception of the company
What are the main tension points?
What is the collective anxiety, wrong-to-right at the cultural, consumer, and/or category level?
Is there a core idea? (it’s ok if there is not; we can help develop one)
The core idea should be a change agent; it must help people see themselves, the world around them, or the brand differently ie. Change Perception
Why is this idea important to the audience?
Why would people, culture, the media care about this idea? Better yet, what would get them to share and write about it?
What is the message you’d like to convey? What action do you want people to take?
There can be multiple messages and actions, so let’s separate them clearly.
Who is your brand? And what do they stand for?
Think of your brand as a character, how do they act, what is their moral compass, what do they believe in, what sneakers do they wear, what TV show do they binge on and what’s their favorite cocktail?
What are your core values & beliefs?
Who is your audience?
Remember: these are real people we’re talking to; your dad, your best friend, your auntie, your arch-nemesis. Not a demographic but a mindset. Describe real people and make us love them or have empathy for them. Audience profiles like “the love seeker” are not real personalities, people are complex and are multi-dimensional.
What is the tone of voice?
How does the brand speak, behave, interact with friends and strangers? How do we come to life in a way that connects with the audience in an authentic voice? Are we OTT or 100% pragmatic? Do we speak colloquial or formal?
Inspiration?
Are there campaigns, films or documentaries that inspired you, great reference points for the brief?
What are your desired deliverables?
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Formats, media, and length are really helpful. The more we think through this the better.
How will performance be measured?
What are your KPI’s and expected ROI here, what can we agree is a sign of impact, engagement & success?
Is there a current media or distribution plan for the content?
If not, how are you thinking about deploying this and how will people see it?
HOW WE LIKE TO RESPOND (SELECT ONE):
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Name
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Project Due Date
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When do you need this project completed and delivered?
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Concept Due Date
When do you need us to deliver creative/budget proposals?
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