Creative Brief

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Creative Brief

Introduction to Your Brief:

Please take a moment to provide us with the essential background that has led to this communications project. Think about the journey so far, any pivotal moments, and why now is the right time for this initiative. Let’s start with the simple bit...

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Q1. Background Context

Q2. Business Objective

Insight & Rationale:

Understanding the 'why' behind your objectives is crucial.

Q3. Underlying Insight

Audience Insight:

Knowing your audience is more than demographics. It's about empathy.

Q4. Target Audience

Desired Impact:

Clarify the change you want to evoke through this campaign.

Q5. Expected Outcome

Q6. Barriers to Engagement

Communication Goals:

Define the emotional and cognitive journey for your audience.

Q7. What do we want the audience to:

Think?

Feel?

Do?

Simplicity Test:

Ensure your concept resonates at the most basic level.

Q8. Elevator Pitch

Foundational Elements:

Laying out the non-negotiables and practicalities.

Q9. Mandatories

Finally… Logistics:

Setting clear expectations on timelines and resources.

Q10. Key Timings

Q11. Budget

Creative Brief

Introduction to Your Brief:

Insight & Rationale:

Audience Insight:

Desired Impact:

Communication Goals:

Simplicity Test:

Foundational Elements:

Finally… Logistics:

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