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1、Creative briefClientBrand/productAccount groupCreative groupJob No./titleDateTV radio press poster direct Promotion ideasSponsorship/event in-store new mediaBackground 背景role of advertising 广告作用In one sentence, what is the advertising trying to do for the brand/product?Target market市场目标人群Describe th
2、e typical person we are talking to?Consumer insight消费者切入点How do they currently feel about the brand/category/product?Advertising opportunity广告机会In light of the above, how can advertising make the brand more desirable?Promise承诺What is the single thought or idea that that the creative should begin fro
3、m?Support支持What emotional or rational support can help make the promise believable?Brand personality品牌个性If the brand name came to life as a person, what sort of person would he/she be?Mandatories特别限制Are there any musts or must-nots?Approval from clientInternal reviewPresentation to clientLayout Production budgetGroup account directorCreative directorGeneral directorClient
