A creative brief is a shared document that provides a distillation of the most important factors that guide the creation of promotional elements. Within an agency, the research, marketing strategy, media planning, and creation of promotional materials are generally distributed across a number of different people/roles. It is also vital to regularly inform the client of the agencys ideas and activities, and to seek the clients approval. The creative brief is the vehicle that ensures that everyone involved in the promotional effort is on the same page (literally).

In the customer persona assignment, you provided a detailed picture of a representative of the target group. That information will inform most of the content of the creative brief.

Action Items

1. Create a creative brief for your Cheerios/General Mills product, including the content listed below. Note: The phrases shown are meant as prompts; they do not represent an exhaustive list.
   1. Name of producer The name of the company (e.g., Kellogg's, Post Cereals, General Mills)
   2. Producer statement - How does the company describe itself? Youll want to be careful about any conflicting message.
   3. Name of product Current name; note recommended modifications (if any).
   4. Product slogan - If present; note recommended modifications (if any).
   5. Product characteristics How would it be described? Note recommended modifications (if any).
   6. Products place in the producers portfolio Does the product fill a gap? Is it aligned with other products?
   7. Products current market position vis a vis the competition What market segment does it appeal to? What differentiates it from the competition?
   8. Mandatory elements/parameters Are there any logos, colors, mascots, producer names, and product names that must be used in packaging and/or promotional items?
   9. Campaign objective Inform, persuade, remind? Lift sales? Encourage trial? Encourage re-trial?
   10. Target audience What relevant information can you provide about the customers/consumers?
   11. Key consumer benefit(s) What does the consumer get from this product?
   12. Evidence supporting the claim of benefit(s) How can you prove or demonstrate that benefit?
   13. Promotional tone What tone fits the product, and will it resonate with the target market? Funny, serious, nostalgic, sexy, fear-inducing?
       • Pro Tip: The formats and contents of creative briefs vary from agency to agency. The guiding principle for any creative brief is that it efficiently and effectively communicates the information needed for decision-making.
       • Pro Tip: The word brief is both a key element and a misnomer for this document. It may take a lot of time (not brief) to develop, but the final document should be easily scannable (brief). For this reason, the use of concise language, bullets, charts, headings, and subheadings are favored over long expository paragraphs.
       • Pro Tip: Resist the urge to jump ahead to a particular advertising idea. Youll be doing that next. For now, concentrate on providing creative guidance in the form of your brief.