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Creative Brief Development




Sample Agenda


A.  The Creative Brief - What It Is

  • Purpose
  • Examples
  • Key Elements


B.  Creative Brief Review

  • Assessment of a Creative Brief


C.  The Creative Brief Scorecard

  • Reassessment of a Creative Brief


D.  Creative Brief Development

  1. Marketing Objective
  2. Assignment
  3. Customer Insight
  4. Communication Strategy
  • Identifying the Communication Elements
  1. Brand Character
  2. Legal/Regulatory Mandates
  3. Approvals


E.  Creative Brief Assessment

  • Application of the Creative Brief Scorecard
F.  Coaching to Add Value to the Creative Brief



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