CREATIVE BRIEF Assignment

please check the instruction carefully

Format:

Because of the format and length requirement, your reports need to be concise. The maximum length is four (4) pages, plus the Appendix for MLA Citations and the required title page (6 pages in total).

Please use Arial, Times New Roman or Calibri font (11.0 or 12.0 pt.) and use single spacing. Use the Submission Format in this document to structure the brief document. You can provide visual support if appropriate but please don’t over- do it. And any visuals will not be included in the document page length outlined above. Use concise report headings and subheadings.

Reports will be evaluated for content, organization, presentation, spelling and grammar so make sure that your logic makes sense and check spelling and grammar.

There should be a formal title page, with the assignment name and the company/brand.

This assignment requires that theories and concepts be applied. Therefore, only the application of theory will earn marks. Theory copied from any text, website or other source without explanation or justification will not earn marks. This assignment will be evaluated on your comprehension and application of the concepts, creativity, organization and presentation.

Make sure to cite appropriately using the Guide to Research & Citation: MLA Style
Refer to: Seneca Libraries. Guide to Research & Citation: MLA Style. 4th ed. Toronto: Seneca College, 2011. Print. [Call Number: PN171.F56 S46 2011] or you can also refer to the MLA Citation Guide at http://seneca.libguides.com/mla

Late Reports:

No late submission will be accepted. That is, you’ll get a zero if you submit it late.

INSTRUCTIONS

Introduction
The starting point for any marketing communication initiative is the creative brief. A client brief is a document developed by the client that contains vital information about the communication task at hand. The information contained in the brief is presented and discussed with the advertising agency so that the strategic planners, creatives and media planners fully understand the nature and scope of the assignment.

Requirements:
(Note: Assume that you are the Brand Manager for the product/service launch)

Your task is to write a communication (client) brief to effectively outline necessary information for the campaign and to seek approval to proceed from the Chief Marketing Officer (CMO) of your company.

Once approved by the CMO, the ‘Brief’ will be presented to the Advertising Agency, Media Specialists and Creative Boutiques as required. It is critical that all agencies meet together with the client in a collaborative effort to agree to the brand deliverables, ROI expectations, validation metrics and compensation structure.

For this assignment, you are working “backwards” so to speak. You have been given a selection of brands/companies and advertising examples below from which you will select one brand and develop an IMC campaign. Now your task is to create the brief that resulted in the various agency partners developing the IMC campaign.

The Brands and Companies that you can select from are below. You should review the parts of the campaign that are shown at the link for each brand. In terms of IMC, only the part of the campaign that won a marketing award is shown here. But there is a short synopsis of each campaign about what it was about and why. This should give you a start on the Client Brief.

This brief will guide the agency and partners in developing your campaign.

• General Mills Canada – Honey Nut Cheerios – “Bring Back the Bees” https://marketingawards.strategyonline.ca/winners/winner/2017/?e=45982&w=Bring+Back+The+Bees
• Sick Children’s Hospital – Toronto “SICKKIDS VS COSSETTE“ https://marketingawards.strategyonline.ca/winners/winner/2017/?e=46180&w=SickKids+VS
• Ikea – “Cook this Page “ https://marketingawards.strategyonline.ca/winners/winner/2017/?e=46111&w=IKEA%3a+Cook+This+Page
• Pepsi Cola – Doritos Inferno Chips https://marketingawards.strategyonline.ca/winners/winner/2017/?e=43480&w=Doritos+Inferno
• Loblaws/President’s Choice – “Eat together” https://marketingawards.strategyonline.ca/winners/winner/2017/?e=45076&w=Eat+Together
• Proctor & Gamble – Gain – “Gain by Gain” https://marketingawards.strategyonline.ca/winners/winner/2017/?e=46216&w=Gain+by+Gain
• Canadian Tire – Gifts dad’s Really Want” https://marketingawards.strategyonline.ca/winners/winner/2017/?e=46321&w=Gifts+Dads+Really+Want
• Kimberly Clark – Huggies – “No Baby Unhugged” https://marketingawards.strategyonline.ca/winners/winner/2017/?e=43609&w=Huggies+No+Baby+Unhugged

SUBMISSION FORMAT (i.e. how your report should look)
LOGO\WORDMARK COMPANY LETTERHEAD
Project Name: Date:

Prepared by: Title /Signature Approved by: VP Marketing: Name/Signature
Name, phone number and email address for the person or team members who are responsible for writing the brief.
1) Purpose of the Brief (Why are we here)
2) Problem/Opportunity Statement
3) Situation Analysis: Brief Overview
4) Competitive Analysis
For example: Competitive activity, aggressive sales tactics, promotions, or other relevant initiatives that may cause a significant threat or opportunity.
5) Who is our Target Audience? Who Are We Talking To?
(Not just demographics – Psychographics, Lifestyles, behaviour, etc.) The more precise and detailed the better. Explain how the primary target audience (loyal customers) currently thinks and feels about Boston Pizza.
6) Consumer Insight:
Be sure to include sources for additional research information, customer quotes, and certainly at least three (3) consumer insights that you have discovered.
7) Marketing Objective(s):
8) Integrated Marketing Communication Objective(s):
9) Positioning Strategy and Positioning Statement. The guiding statement that provides direction for creative concepts, communication initiatives, activities and plans.
10) What Is The Single Most Persuasive Message We Can Convey? What’s the single most persuasive or most distinctive ‘message’ that should be integrated throughout each and every tactic, medium, activity and plan? Key Benefit/ Promise/ Reason to Believe?
11) Brand Character: Descriptive words, Creative Strategy include tone, style, appeal.
12) Media Strategy: Where/When Are We Telling Them?
13) Mandatories: Examples, Logo/WordMark/Slogan/Website/Coordinates/Partners/Sponsorships/Product and Packaging, Distribution.
14) Budget: Assume your budget will be granted, no matter the cost.
15) Geographic Region. (Test/Pilot Launch, National or Regional Campaign (English and French), other?)
16) Agency Partnerships: i.e. Specialty niche/boutique, production, digital agency. Include Sponsorships if appropriate.
17) Timing Key Dates:
Dates to consider:
• Agency ‘Creative Concept and Development Recommendations Presentation to Client’
• Product Launch Date
• Sales Force Promotional/Ad Material Requirements. Consider In-store/Ad/Coop Deadlines
18) Signatures: Approved by: _______ Chief Marketing Officer, Vice President of Marketing and Sales
19) Appendix: Product samples, product images, etc.¬