1 The DDB Needham Worldwide Communications Group Inc Creative brief

Client

Brand/product

Account group

Creative group

Job No./title

Date

TV

radio

press

poster

direct

✓ Promotion

ideas

Sponsorship/event

in-store

new media

Background 背景

role of advertising 广告作用

In one sentence, what is the advertising trying to do for the brand/product?

Target market市场目标人群

Describe the typical person we are talking to?

Consumer insight消费者切入点

How do they currently feel about the brand/category/product?

2 The DDB Needham Worldwide Communications Group Inc

Advertising opportunity广告机会

In light of the above, how can advertising make the brand more desirable?

Promise承诺

What is the single thought or idea that that the creative should begin from?

Support支持

What emotional or rational support can help make the promise believable?

Brand personality品牌个性

If the brand name came to life as a person, what sort of person would he/she be?

Mandatories特别限制

Are there any musts or must-nots?

Approval from client Internal review

Presentation to client

Layout Production budget

Group account

director Creative director General director Client