Creative Brief Coach-Structured Creative Briefing

Example

Helping a brand manager to articulate a campaign's target audience (GET), desired action (TO), and creative strategy (BY).

Scenario

A brand manager at a sneaker company wants to launch a new line targeted at young athletes. The coach aids in defining the audience's characteristics, the action the campaign should inspire (e.g., visiting a website or store), and the messaging strategy that will resonate with this audience.

Example

Referencing insights from marketing thought leaders to inspire the brief's strategic approach.

Scenario

While crafting a brief for a campaign aimed at increasing subscription sign-ups, the coach draws on Seth Godin's principles of permission marketing to suggest a strategy that focuses on building trust and offering value before asking for the sign-up.

Example

Facilitating a collaborative process among team members to contribute to and refine the creative brief.

Scenario

A marketing team uses the coach in a workshop setting, where each member inputs ideas for the campaign's objectives, target audience, and creative direction. The coach helps organize these inputs into a cohesive brief that guides the creative team effectively.