IMC Background/Creative Brief Template

Background
Brief company overview
Competitive environment
Current strategy
Characteristics of target audience/s
o What does the audience currently think of the brand?
Communication tools used
Level of integration (this may assist you to identify the gap, weakness or opportunity)

What has led to this design brief?

the current market situation

the current problems and threats
what are competitors doing and,
why have they been successful or unsuccessful to date
SWOT

Problem identification
Whats our major IMC problem? What is required? This provides further support for your
rationale.

Creative Brief

1. What is the purpose for this brief?

This links back to the problem or opportunity that you identified in the
background analysis.

2. What are the measurable objectives for this job? Your communication and behaviour
objectives are relevant here, so think carefully on what you want to achieve. What
should this communication do?

3. What is the corporate and/or brand positioning? Does this align with the existing
brand position? Creatives are reminded that their creative work must reflect the
brands established positioning against competitive brands.

4. Who are we talking to? This is a precise description of the target audience.

Demographics; psychographics; geographic; behaviours

5. What does your consumer currently think/feel and behave, and the reason behind this.
What insights do you have about your consumer?

What do we know about them personally?

What drives or motivates them vs whats stopping them from acting?
Need/Fear/Motivation

6. What do you want your consumer to think/feel/do? Is there a current perception that
needs to be changed? What should the communication get them to think/feel/do?

This links back to your communication objectives.

7. What is the single-minded proposition? This proposition directs the creative idea a
differentiating and motivating message that focuses on brand benefits rather than
product features.

For example, the single most important message is:

What can we say that will bridge the gap between whats holding them back
and what will encourage the response we want?

I realise that the current campaign may have a particular message. In this
situation, you need to ask yourselves, does it need refreshing or changing; is
the message clear and does it integrate with the other elements of the
campaign.

8. Why should our audience believe this proposition? This section of the creative brief
supports the proposition with evidence that makes it believable.

This could be rational or emotional proof.

9. How should we speak to them? What tone and manner should we use?

10. What are your media options? How can thinking about your communication channels
enhance this strategy?

11. Mandatories (e.g., logo, website, etc)

12. Budget: Rationalisation of relevant budget guidelines. Use the existing campaign as a
guide for your budget allocation. For example, if your campaign was for a small
business, would you be advertising on TV?

13. Theory or conceptual model used to inform decision/s

You can integrate this section where it is relevant in the document.

There are a number of models explored in the topics including Hierarchy of

Effects; AIDA, Tri-component attitude; FCB Planning Grid etc.

14. References

(Adapted from Ogilvie & Mather Creative Brief in Chitty et al., 2015)