The Creative Brief

‘The Creative Brief’, a real-world, industry template from the global marketing communications agency sector.

• Presentation, format, structure and in-text referencing (10%)
• Introduces (the context, problems and opportunities for the B, P/S and Macro Market (15%)
• Aims, Objectives & Strategies (15%)
• Micro-market analysis sections (25%)
• Proposition, evidence (10%)
• Results of success, metrics, media and mandatories (25%)

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The creative brief is a real-world industry document and is sectioned in a particular order/flow by subject/ topic and analysis areas for you to follow, develop and complete. It is important to remain detailed, yet succinct for each section. Many sections will require in-text Harvard referencing, as well as qualitative and quantitative evidence, whilst some sections will be based entirely on your value-based and creative thinking.

USE Arial 10 for your words.
USE PUNCHY, ‘PITHY’, ORIGINAL and extremely economical language, supported with in-text reference evidence. STATE ASSUMPTIONS where absolutely necessary.

• What are the ensuing challenges/problems and therefore opportunities with the brand, product/service, and/or market/industry, value chain?
• What seems to be the purpose of this campaign opportunity, therefore?

THE BUSINESS CONTEXT – WHO ARE THE CUSTOMERS AND THE COMPETITION? (something you have already examined in your assessment II, so summarizing, with in-text Harvard referencing will be key for some the template’s sections. You will probably need to start further macro market analysis, and macro industry analysis in the form of competitive analysis, in addition to your already analyzed positioning findings from II).
• So, what are the current macro market trends and who are each brand/product’s competitors? How are these brands/ products currently positioned relative to each other and to the consumer?
• Who are the brand/product’s current and potential target audiences?

• In light of the above, what are the opportunities for the brand/product? What can it achieve?
• What is the rationale for your proposed marketing communications campaign? What academic and business literature on marketing communications has led you to your conclusions?
• Your recommendation(s) for the new marketing communications campaign, IS your development and completion of The Creative Brief. What advertising main message is revealing itself to you? What values are you following, enhancing, or creating? What kind of positioning are you attempting to illicit? Same? Adjusted? A change or shift? And for what audience, e.g. same overall, same but specific, new niche audience, or new wider audience?

• This is a MARCOMS ‘The Creative Brief’ (a real-world industry template) which can be handed to a MARCOMS agency from client-side, or can be written by the agency and presented back to the client. It’s also a document developed by an agency account team for

The Creative Brief should include citations to appropriate literature throughout (in Harvard style) with a complete list of References and Bibliography at the end.
Any visual and/or competitor material that supports your creative brief can be included within the body of the report, or as part of an appendices if required. For more information on The Creative Brief see this:

The Creative Brief

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