The Written Creative Strategy is a formal business document  long that includes the
sections/content outlined below:
2. Table of Contents
3. Problem Identification
 Why does the brand require an IMC campaign? What is the main problem we are trying to solve?
4. Key Research Findings / Areas of Opportunity
 Summarize the main implications from your analysis of the current situation the brand is in (5
maximum).
5. Proposed Target Audience
a. Will you be targeting Brand Loyals, Favourable Brand Switchers, Other Brand Switchers, Other
Brand Loyals or New Category Users?
b. Create a target audience profile, including demographic, geographic, psychographic and
behavioural characteristics.
c. What does this audience currently think about your brand and/or the category overall?
6. Communication & Behavioural Objectives
 What are you trying to achieve with your communications plan? Objectives should be S.M.A.R.T.
7. Proposed Creative Objective:
 What is the one main message you are trying to communicate? This should be single-minded, clear
and concise.
8. Proposed Creative Strategy
a. Big Idea that unites all of your proposed promotional recommendations. What is the story you
want to tell?
b. Key Consumer Benefits: Which one(s) is/are MOST compelling to your target audience?
c. Support for Consumer Benefits (eg., proof that these benefits exist)
d. Tone/Personality (if your brand was a person, describe their personality)
e. Message Appeal & Creative Execution Style
9. Net Consumer Impression
 What do you want your target audience to think after your communications?
Please Note:
 Your creative strategy recommendations cannot be something that has already been implemented in
market before. These have to be your group's unique ideas.
 Your creative strategy must be innovative and distinctive! Boring, predictable, unimaginative promotions
are rarely successful.