4A廣告公司 內(nèi)部資料 DDBbrief

Creative briefClientBrand/productAccount groupCreative groupJob No./titleDateTV radio press poster direct Promotion ideasSponsorship/event in-store new mediaBackground 背景role of advertising 廣告作用In one sentence, what is the advertising trying to do for the brand/product?Target market市場目標(biāo)人群Describe the typical person we are talking to?Consumer insight消費(fèi)者切入點(diǎn)How do they currently feel about the brand/category/product?Advertising opportunity廣告機(jī)會In light of the above, how can advertising make the brand more desirable?Promise承諾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品牌個(gè)性If the brand name came to life as a person, what sort of person would he/she be?Mandatories特別限制Are there any musts or must-nots?Approval from clientInternal reviewPresentation to clientLayout Production budgetGroup account directorCreative directorGeneral directorClient2 The DDB Needham Worldwide Communications Group Inc