I'm compiling and organizing questions to help develop the creative brief. These questions come from Russell Davies' blog post. About 40 people contributed. I encourage you to see the original post (to see them in context and be sure to read Russell's introduction.) This is a quick reference for those who don't want to scan through all the comments. Let me know if there's any thing you would add or change. Thanks.
The Audience
- Who exactly are we talking to?
- Who is the most valuable audience?
- Who is the most impressionable audience?
- What exactly do we want them to do?
- How might communication get them to do that?
- How can communication help?
- How are these people being influenced already?
- What are their other cultural influences?
- What are other people doing to overcome barriers?
- Where are people most likely to get involved with this communication?
- How do you stay relevant and true to the audience?
The Client
- Are there any specific requirements? (Must haves and no goes?)
- What does the client want its audience to do?
- Who are you as a brand? (Everything flows from knowing who you are.)
- Who's in the client's 'approval pyramid' and what are their goals?
- What results are we looking for?
- How will success be measured? (Could be a sales target, could be uplift in hits to website, could be calls to phone number, could be generate media controversy. But if you don't know what success looks like, how will you recognize the right idea?)
- Anything Else? (It allows a client to formally communicate a seemingly small notion that nags at them. It can also help make real, and perhaps previously ignored, early warning signs of a brief not yet fully embraced by the client.)
- Why is this service or product actually relevant in today's world?
- Is the product any good? (This is something that it's really tough to deal with. At some point someone has to be honest about whether the product is any good or not. Communicating an awesome product is a very different challenge to communicating an OK one. But you very rarely see anyone commit the crime of criticizing a client's product in a brief.)
- What do you want people to say about your brand?
- Why should they say anything at all?
- What is the business objective?
- What is the marketing objective?
- What is the brand objective?
- What is the communications objective?
- What is the brand's ambition?
- Why hasn't it achieved that ambition already?
- What is the essential truth of this brand (boil it all down, and what do you have left.)
- What is the brand's agenda, it's point of view on life?
- What's the brand's tone of voice and personality?
The Agency
- What is it FOR? (So much stuff gets churned out with no agenda in the real world. For instance that Run London was FOR getting people to run more in London.)
- How can we make this interesting? (Or why should people care?)
- Why does our client need to advertise?
- What is the advertising going to accomplish?
- Who are we going to connect with?
- What are the most insightful things we know about the client?
- What is the single most effective message we can tell them?
- What else supports that message?
- What's the problem or opportunity?
- Who will we need to engage to deliver this?
- What's the specific role of communications in this?
- What do we want to talk about? (Overview of communication strategy.)
- What is the central thought we want to bring to life?
- What are the supporting facts worth knowing?
- How do we think this will get people talking about the brand?
- "Who are we?" is a good identity-check for agencies to ask themselves from time to time as well.
by samkarp
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