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How can you develop a creative brief that balances strategy and creativity based on consumer insights?

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A creative brief is a document that guides the development of an advertising campaign. It defines the objectives, target audience, key message, tone, and media channels of the campaign. A creative brief should balance strategy and creativity based on consumer insights, which are the deep understanding of the needs, motivations, and behaviors of the potential customers. How can you develop a creative brief that balances strategy and creativity based on consumer insights? Here are some tips to help you.

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Pablo Castellano Alventosa

Cofounder & Brand Stuff en Goodness Prevails | Creative Director & Strategic Advisor
Ilhan Karacam

General Manager | Market Strategy, Sourcing, Sales Management, Business Development

1 Understand the problem

The first step in developing a creative brief is to understand the problem that the campaign is trying to solve. What is the main challenge or opportunity that the client or brand is facing? What are the goals and expectations of the campaign? How will the success of the campaign be measured? You should research the market, the competitors, and the current situation of the client or brand to identify the problem and the scope of the campaign.

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Pablo Castellano Alventosa

Cofounder & Brand Stuff en Goodness Prevails | Creative Director & Strategic Advisor
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Lo más importante de un brief no está en el brief sino en la apertura de mente para recibir soluciones. Es importantísimo escuchar a tu audiencia porque te van a decir lo que quieren y cómo plantear bien el problema, pero casi más aún estar abierto a soluciones inesperadas. Muchas veces llegan soluciones a medio hacer: queremos una campa?a de Instagram, queremos una cu?a de 20"... para mí es erróneo. Plantea el problema y deja que encuentren la mejor solución. Hay que entender bien qué es el brief: es una petición de socorro: "Hola, me pasa esto y mi objetivo es éste, ?cómo puedo conseguirlo?". Debes confiar en a quién le das el brief para dejarle plantear soluciones dispares. Solo así encuentras lo brillante y genial.

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Ilhan Karacam

General Manager | Market Strategy, Sourcing, Sales Management, Business Development
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To make a creative brief that mixes strategy and creativity based on what I know about consumers, I'm starting by setting clear goals for my business and understanding who I'm trying to reach. I'm including important insights about what my audience likes and does. The brief also talks about the message and tone I want, sticking to my brand plan. While staying inside these guidelines, I'm open to creative ideas that grab my audience's attention. I'm adding specific goals to the brief so I can see how well the creative work is doing. If things change with what consumers like, I'll go back and adjust the brief. This way, my creative plan stays flexible and effective, matching both my strategy and what consumers are into.

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Lara Levak

Head of Strategic Communication at Grizli komunikacije
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Where does your brand stand? What words would people use to describe it and what words would they use for the competitors? In what ways would you want to change the current standpoint?

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2 Define the audience

The next step is to define the audience that the campaign is targeting. Who are they? What are their demographics, psychographics, and lifestyles? What are their pain points, needs, and desires? How do they perceive the client or brand and its products or services? How do they consume media and information? You should use consumer insights to segment and profile the audience and understand their behavior and decision-making process.

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Pablo Castellano Alventosa

Cofounder & Brand Stuff en Goodness Prevails | Creative Director & Strategic Advisor
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No tengas miedo del nicho. Apuesta por él. Hombres y mujeres entre 18 y 65 a?os no es una audiencia, es una generalidad. Reduce, quita la grasa, elimina las dudas y encuentra reductos de personas/perfiles sensibles a lo que tienes que ofrecer. Da igual si son pocos, lo importante es que sean reactivos, es decir, que reaccionen fácilmente cuando tratas de conectar con ellos. Pon foco en grupos escorados y crece desde ellos.

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3 Craft the message

The third step is to craft the message that the campaign is delivering. What is the main idea or proposition that the campaign is communicating? What is the benefit or value that the client or brand is offering to the audience? How does the message differentiate the client or brand from the competitors? How does the message align with the audience's needs and motivations? You should use consumer insights to create a relevant, compelling, and memorable message that resonates with the audience.

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Pablo Castellano Alventosa

Cofounder & Brand Stuff en Goodness Prevails | Creative Director & Strategic Advisor
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Lo más importante: el mensaje no es para ti. Debes ser capaz de extrapolar y ponerte en la piel del que recibe tu mensaje. Eres emisor, no juez. Dicho esto, por favor, cuenta con un buen copywriter para construir el mensaje. Alguien que lo escriba y reescriba hasta la saciedad. La genialidad es el proceso de replantear algo una y otra vez.

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4 Set the tone

The fourth step is to set the tone that the campaign is using. How is the message expressed in terms of language, style, and emotion? What is the personality and voice of the client or brand? How does the tone reflect the client or brand's values and identity? How does the tone appeal to the audience's emotions and attitudes? You should use consumer insights to choose a tone that is consistent, appropriate, and engaging for the audience.

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Pablo Castellano Alventosa

Cofounder & Brand Stuff en Goodness Prevails | Creative Director & Strategic Advisor
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Ten clara quién y cómo es tu marca. Cómo habla. No te dejes llevar por trends o corrientes, no contorsiones tu autenticidad por lo que te dice el cliente. Si tu marca no gusta al cliente es porque el cliente no es el adecuado. Define el tono de tu marca de antemano y cí?ete a él. Particularmente, me ayuda mucho personalizar la marca, es decir, darle la forma de una persona. ?Es mi marca como George Clooney? ?Es como Billie Eilish? Cuando identifico su "persona", me pregunto ?esto que voy a decir le pega decirlo a George Clooney, a Billie Eilish? Suele funcionar.

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5 Choose the channels

The fifth step is to choose the channels that the campaign is using. Where and how will the message be delivered to the audience? What are the best media platforms and formats to reach and influence the audience? How will the message be adapted and integrated across different channels? How will the channels complement and reinforce each other? You should use consumer insights to select and optimize the channels that are effective, efficient, and suitable for the audience.

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Pablo Castellano Alventosa

Cofounder & Brand Stuff en Goodness Prevails | Creative Director & Strategic Advisor
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Los canales son medios, no fines. Es decir, no tienes que hacer un spot de TV, tienes que tener un porqué para hacerlo. ?Es el mejor canal para impactar a mi audiencia? Pasa mucho en redes sociales, las marcas suelen dejarse arrastrar por la tendencia y muchas veces es un error. Por mucho que TikTok arrase, quizá tú no debas estar en TikTok porque tu audiencia está más en Pinterest. Elige tu canal en base a tus necesidades, no tus creencias.

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6 Brief the team

The final step is to brief the team that is executing the campaign. Who are the members of the team and what are their roles and responsibilities? What are the key deliverables and deadlines of the campaign? What are the budget and resources of the campaign? How will the team collaborate and communicate during the campaign? You should use consumer insights to inspire and inform the team and provide clear and concise guidance and feedback.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you develop a creative brief that balances strategy and creativity based on consumer insights?

1

2

3

4

5

6

7

1 Understand the problem

2 Define the audience

3 Craft the message

4 Set the tone

5 Choose the channels

6 Brief the team

7 Here’s what else to consider

Advertising

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How can you develop a creative brief that balances strategy and creativity based on consumer insights?

1

2

3

4

5

6

7

1 Understand the problem

2 Define the audience

3 Craft the message

4 Set the tone

5 Choose the channels

6 Brief the team

7 Here’s what else to consider

Advertising

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