Creative Brief elements $($this is to fit on a single page$)$

$1.$ Who am I? $($describe an actual person who is representative of the target audience$)$

Define the target market with a full target market profile breakdown and an ideal customer

$($persona$).$

Demographic, Geographic, Psychographic, and Behavioral all need to be defined for the target

you want to focus on for your proposal. Provide a sketch of the persona $$ the person you$$re

$$conversing$$ with on this brief. But use the $$I$$ voice.

$2.$ What do I think about the product $/$ service now? $($current mindset$)$

This is called a $$current state$$ assessment $-$ The definition of the business problem you$$re trying

to solve through advertising, but stated from the target market$$s perspective $$ remember the $$I$$

voice. You want to change the way they think, but you need to know what they think now.

$3.$ What do you want me to think after the communication? $($future mindset$)$

This is a $$future state$$ assessment $$ Simply, the solution to the problem you$$ve defined above in

step #$2,$ but stated, again, in the voice of the target audience.

$4.$ So$,$ in one, plain$-$English sentence, what$$s the most powerful thing you can tell me$?($key

point$)$

This is the prevailing message you wish to communicate. A single message only. Don$$t try to craft

it or make it clever. Keep it simple, short and to the point.

$5.$ Why should I believe you? $($no more than five proof$-$point bullets$)$

These are statements about your brand or product that are true, believable, and support the key

point above.

$6.$ When, and where, will you be talking to me$?($media$,$ timing, and the creative deliverables

required$)$

What media do you expect to use? When $($Month of year$)$ will the advertisements run? Be

specific, with a brief explanation for each media choice, including timing

$7.$ How can I continue the conversation? $($call to action$)$

What action do want the individual targeted by the campaign to take?

$8.$ What else should I find in the communication? $($mandatory logos$,$ brand standards, tone, web

presence$)$

What must be present on the advertisement so that the target audience understands who you

are, and where they can satisfy your call to action