4A广告公司 内部资料 DDB-brief

Creative brief

Client Brand/product

Account group Creative group Job No./title Date

TV

radio

press poster direct

✓Promotion

ideas Sponsorship/ev

ent

in-store new media

Background 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 the 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 from?

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?

Production budget Approval from client Internal review Presentation to client

Layout

Group account

Creative director General director Client

director