The Creative Brief

 

At its peak, Toys “R” Us was considered a classic example of a “category killer,” a business that specializes so thoroughly and efficiently in one sector that it pushes out competition from both smaller specialty stores and larger general retailers. Since the rise of mass merchants like Walmart, Target and Amazon, however, Toys “R” Us has lost much of its share of the toy market, and has fallen behind Walmart in toy sales since 1998.

This is especially true in the retail side (see the creative brief “intro”).

This is the project the client wants:  Accordingly, Toys “R” Us wants a series of billboards created near its locations and on major freeways across the U.S. to create a sense of urgency to encourage people that Toys “R” Us has a toy for you right now – for that special moment, reward or just to give something to your child because you love him/her. (Remember, YOU do not create the billboards; you must answer the questions below to provide enough information for the creative personnel – copywriter and art director – to develop the billboards).

Basic template for a Creative Brief – You must answer each of these questions as it relates to Toys “R” Us.

1. PROJECT DESCRIPTION.

What exactly is the client (and thus, the agency account executive) asking the Creative Department/teams to do? (For example: write introductory advertising, develop a television commercial, print or POP executions, write radio scripts or launch a new product, introduce a brand extension or?)

[It is important to remember that the Creative Brief is written to inform the Creative teams of “what” they are expected to develop, not “how” they are going to develop their creative response.]

The Creative Brief is a strategic document and should avoid “executional” language. (Specific executional requirements should be listed under point VI.)

Nevertheless, define your brand. What is it? Why should it be a “hero” in the eyes of the consumer?

1. DESCRIPTION OF TARGET AUDIENCE.

Who is your customer?

Identify the target with as much specificity as possible, clearly identifying both demographic and psychographic consumer profiles.

III. BRAND EQUITIES.

A statement of the brand’s equities – a brand’s long-term strengths – both strategic and executional, should be included in your brief to ensure that:

It’s clear the key points about what Toys “R” Us represents to customers – what values

it offers and what its strongest selling points are when customers come through the

front door.

 

1. COPY STRATEGY.

This section of the Creative Brief provides the basic strategic platform upon which all advertising has or will be developed. It must include a SWOT Analysis and the following:

• Benefit Statement. “What’s in it for me?”

Features v. Benefits

 

• Reason Why/Support. Permission to believe?

Not all support items need be strategic. Provide a list of support facts (both strategic

and product attribute information) from which the Creative teams can select

information that best supports their recommendations

 

• Brand Character. What is the Brand’s personality?

“Who” would the brand be if it were a person, a celebrity, a sports team, a friend,

a city, etc.

 

1. CONSUMER INSIGHTS.

This is predicated upon the belief that advertising is most persuasive when it is based on a special key insight into consumer beliefs or practices related to a product or a category. The consumer insight is the foundation upon which you will build executional drama.

1. MANDATORY EXECUTIONAL ELEMENTS.

Does the assignment require inclusion of specific campaign or executional elements/ visuals/cues? These also include logo and corresponding trademarks, specific colors and type fonts, warning labels, etc.

VII. TIMELINE.

When does this take effect and how? Think seasonal media placement.