This just goes to show that creative briefs are flexible in their content and design. If advertising is needed, a creative brief is then prepared. Background chevrolet is one of 11 brands that currently make up the general motors co. See david ogilvys top adverts and what we can learn from. Creative brief 3 background cocacola is an international conglomerate established in atlanta, usa in the 1880s. The document is usually developed by the requestor in most cases a marketing team member and approved by the creative team of designers, writers, and project managers.
Creative brief whether you are asked to create an email newsletter, design a poster or set up a web page, ask the requester to fill out this creative brief its an editable pdf. The best way to write a creative brief includes templates. On david ogilvy, football, and the real meaning of creative. Waging a war on boring briefs, in the following video kit talks about how to create a balance between the straight and narrow of factual input, and. It also makes it easier to iterate on the project down the road. Chevrolet is one of 11 brands that currently make up the general motors co. It contains a number of easytoapply rules that are really wellworth learning about. Kennedys assassination, i reveal the inside story told to me by thentexas gov.
A creative brief is a vital part of any successful project. Its the foundation of a sand box constructed by the planners for the creatives to play in, that hopefully gets the clients stamp of approval. In summary, the process needs to be stimulated by a wellhoned creative brief but the brief, and therefore the benchmarks for campaign evaluation. My logo design brief in a one page pdf the logo smith. Scientific advertising, copywriting that sells, and ogilvy on advertising are superior. On david ogilvy, football, and the real meaning of creative if it doesnt sell, it isnt creative. Written in 1983, his book ogilvy on advertising is one of the most important reference books that we use at to design advertising campaigns. In 1963, advertising genius david ogilvy published confessions of an advertising man. Throughout his illustrious career, the mogul time magazine called the most soughtafter wizard in the business shared his knowledge of the industry in the books ogilvy on advertising and the bestselling confessions of an advertising. How to create advertising that sells by david ogilvy. How to write the most compelling creative brief with examples.
Regarded as the father of modern advertising, ogilvy was responsible for some of the most memorable advertising campaigns ever created. Every point of advice and there are many is wellfounded in fact and is timetested. It helps you to understand his business, his customers and his goals. A creative brief could be written by the creative director, designer, project manager, strategist, planner, producer or account executive. Sep 21, 2016 a creative brief for content marketing is a document created by the managing editor such as content services provider or whoever inhouse is in charge of the content marketing project in consultation with the marketing strategist such as your v. Chester lau a tenacious canadian summer internship 2012. Impressed, francis immediately hired david as a trainee. Eliot said, when forced to work within a strict framework, the imagination is taxed to its utmostand will produce its richest ideas. As detailed in our creative brief article the quality of a brief is a major success factor for a creative project.
It was founded in 1850 by edmund mather as a londonbased agency. Need a stellar creative brief template in pdf format. David ogilvys three books, confessions of an advertising man 1963, blood, brains and beer 1978, and ogilvy on advertising 1983, provide the basic. Also, he increased mercedesbenz sales by 4 times in just one year thats an increase from 10,000 to 40,000 cars when mercedes wasnt very popular in the u. We recently overhauled our brief in an effort to improve our project matching, kickoff, and execution. The agency is known for its work with dove, american express, and ibm. Here kit altin, chief strategy officer at the gate london, explains her more unique approach to writing a creative brief for advertising, and demonstrates how it can yield impressive results. The difference in words can mean millions of dollars you miss out on. Ogilvy brief creative brief template, job application letter sample. Ultimately, the rule is the tighter the brief, the better. He also describes later how shell only included ogilvys agency on the list of agencies that they were considering because they were impressed by the advertising ogilvy did for rollsroyce. It is a spinoff of the original series of novels featuring nancy drew, with a greater emphasis on adventure, malice and romance. For starters, you want and should use a creative plan in order to avoid an unorganized marketing or advertising campaign.
This actually bothers me for a few reasons, but the main one is the sense of disappointment i feel immediately after being excited at thinking another job. In 1962, time magazine called ogilvy the most soughtafter wizard in todays advertising industry. Name, phone number and email address for the person or team members who are responsible for the brief. Whether you need a new logo, website, video, marketing campaign, or ebook created for your business, the key to making the project a success starts with having a thorough and wellthoughtout creative brief a creative brief is a document that explains the ins and outs of a project for the creative team, agency, or designer wholl be working on it. Its a thin book at about 140 pages really a collection of 9 essays. Creative brief template download free documents for pdf. Instead, a creative brief is a written strategic plan, a kind of map if you will, that both the client and the agency agree upon that outlines a strategy for a particular project. Ogilvys first job was as a chef in france and it was here that ogilvy learnt that perfection, hard work, excellence and discipline were all key ingredients to success. I think it is fair to summarise these qualities under the banner of rigour, which was fundamental to ogilvy and advertising, but equally as important in market research. Think of it as a blueprint for your project that not only helps the creative team but also will help you as you shape the overall strategy and goals for the project. It can be used when creating communications directed at clients, employees. Magenta, yellow, black 636 11th avenue new york, ny 10036 212. Ideally this should also include additional details such as format, media and other details. This gives everyone who might come into the project at any point in time a highlevel understanding of what the project is.
This sample creative brief includes insights into consumer behavior and it reflects contemporary media consumption with social, tv, print and digital. Sep 24, 2014 david ogilvy is one of the most famous advertising wizards of all time. Ogilvy is a new york citybased british advertising, marketing, and public relations agency. This field is for validation purposes and should be. Background chevrolet is one of 11 brands that currently make up the general motors co we have been a historic leader in. David ogilvy and the creation of modern advertising. I f you dont know who david ogilvy was, you have a lot to learn about advertising time magazine called him the most soughtafter wizard in advertising. Jan 02, 2019 describe the project in one or two sentences. Ogilvy commissioned added value, the research and consulting company, to carry out a global consumer survey in january 2009.
A creative brief for content marketing is a document created by the managing editor such as content services provider or whoever inhouse is in charge of the content marketing project in consultation with the marketing strategist such as your v. John connally, who was seriously wounded when he took a bullet in the back sitting in front of kennedy. David ogilvys 1982 memo how to write offers 10 pieces. Feel free to convert it into a pdf file after editing. A broad or vague brief leaves too much to the imagination of those interpreting it. For the next three years david ogilvy enjoyed the life of a young man about town, i went to concerts and balls which lasted until dawn. Jfk assassination files by gerald celente on the news that president donald trump is planning to release the confidential files of john f. Name, phone number and email address for the person or the team on the client side. Jun 19, 2019 a creative brief is a document that explains the ins and outs of a project for the creative team, agency, or designer wholl be working on it. Ogilvy has been producing iconic, culturechanging marketing campaigns since the day its founder david ogilvy opened up shop in 1948.
You can use whatever format you need as long as it works for. Creative brief questions who is the target audience. Not only will this give your project a consistent voice and strong message, but it will also help everyone involved agree on clear goals and guidelines. Every sentence sparkles with wit and intelligence, even today. Throughout the project, the creative brief continues to inform and guide the work. Comfortable, stylish, quality, strong american brand.
Chester lau a tenacious canadian summer internship 2012 march 14, 2012 aspiring intern undergraduate student passionate about advertising task success criteria come this summer, chester will be helping. The launch of the americana khakis for the young professional, in other to reconnect with the identity of what gap inc. Today, ogilvy is an awardwinning integrated creative network that makes brands matter for fortune global 500 companies as well as local businesses across 1 offices in 83 countries. A good brief therefore needs to be in some way directional about the content of the work, not just its format.
Since its creation, cocacola has been widely recognised for providing refreshing carbonated beverages to consumers across the world. Ogilvy brief creative brief template, job application. Written in david ogilvys british sense of humour it is enjoyable. Download the creative brief template right here its free. As great as your product may be, speaking down to your audience is going to turn them away, and as much as youd love them to be infatuated with your charming pitch, understand that, at the end of the day, they simply want to. How to make a creative brief for video in 10 minutes. What was then little more than a creative boutique in new york has since become one of the four biggest advertising agencies in the world, with 140 offices in 40 countries. A framework for developing and evaluating marketing materials the creative brief is a planning tool widely used by advertising agencies and marketing personnel when designing or implementing a marketing program. Jun 04, 2014 in how to write potent copy, david ogilvy describes the above ad as possessing the best headline i ever wrote. For more on the methods of ogilvy the selfdescribed lousy copywriter but good editor, see also lists of notes sister site letters of note, which has a 1955 letter wherein he lays out his work habits. Sep 02, 2015 a broad or vague brief leaves too much to the imagination of those interpreting it.
Ecommerce research project intended to attract small business owners wanting. I stumbled upon ogilvys do brief and thought it would be a perfect way to communicate my campaign for people at ogilvy. Written in david ogilvy s british sense of humour it is enjoyable. Feb 07, 2014 instead, a creative brief is a written strategic plan, a kind of map if you will, that both the client and the agency agree upon that outlines a strategy for a particular project. The best selling headline of david ogilvys copywriting career.
The role of the creative briefdocument how advertising messages are developedpoint of agreement among everyone invokedagency and clientreference points for creative teamprovode foundation for evaluation. A creative brief is a document used by creative professionals and agencies to develop creative deliverables. A creative brief is a document created through initial meetings, interviews, readings and discussions between a client and designer before any work begins. A seemingly effective one involves half a bottle of rum and a handel oratorio on the gramophone. Ogilvy brief creative brief template, ads creative, creative things, identity design, logo. Why every content plan needs a creative brief and this. Chester lau a tenacious canadian summer internship 2012 march 14, 2012 aspiring intern undergraduate student passionate about advertising task success criteria come this summer, chester will be helping anyone he can at ogilvy hk while. Use this creative brief template to answer the questions your marketing team will need to create a focused marketing communications piece. Here are a few highlights from the book that pertain specifically to layout and writing, which every advertiser or marketer has to deal with for any type of print material. Seasoned cookery school creates recipe using ogilvys honey. On the average, five times as many people read the headline as read the body copy.
Cyan, magenta, yellow, black 636 11th avenue new york, ny 10036 212. David ogilvy this is a great ogilvy quote for the video, click here, speaking on behalf of consumers everywhere. See more ideas about creative brief template, creative and advertising design. According to wikipedia, david ogilvy is widely hailed as the father of modern advertising. In doing so, we separated the brief into six distinct areas. Ogilvys book ogilvy on advertising is one of the advertising greats. Slipping a brief under a creatives for, or the old leaveontheseat trick. My logo design brief in a one page pdf i get a lot of people filling in my logo design brief with junk copy just so they can get a sense of what questions are spread out over the five pages. A good, creative brief presents a clear picture about your client.
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