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Creative Brief Checklist
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Key Elements of a Creative Brief - Checklist
In direct response selling, the objective is to get direct by-mail, phone, fax, web, commitments…the actual order or lead. The strategy is to tell as much as possible within the constraints of the medium involved, so that all of the prospects questions are answered in the prospects mind and they make the buying decision immediately. This is why, on television, most direct selling commercials are 90 to 120 seconds, or even longer if they take the infomercial format. No salesman is usually involved. Different formats may do better for different types of offers. Self mailers work well for seminars. Thus the need for the all important creative brief.
The client (you) needs to understand direct response advertising so they can give the agency all of the right information needed to produce the ad / campaign. Or, the agency has to know all of the right questions to ask to get the information they need to produce the advertisement.
The following checklist covers all the factors that must be addressed in a creative brief in order to produce the most effective advertisements regardless of media/channels used.
The more information you can provide the agency (in-house or external), the better the interpretation and results. There is nothing worse than showing up to an ad or campaign review and finding out that the agency completely missed what you were trying to communicate.