Creative Brief

It’s not just a promise,

its part of the process.

eGrowth Marketing has experience developing compelling content for a variety of clients including high tech companies, financial, legal and service firms, consumer packaged goods companies and not-for-profit organizations.

Through diligent research and great “listening” skills, eGrowth Marketing translates the features a client provides into benefits meaningful and compelling to a targeted audience.  Guiding the process is the Creative Brief.

The Brief helps provide an objective basis for creative development and assessment.  The Brief specifies, for example:

• The goals of the creative project in terms of measurable objectives
• Specific deliverables including copy, design, photography, illustration, programming, etc.
• The mix of client and agency resources used to develop and execute the project
• A clear definition of the primary and secondary audiences
• A assessment of the competition, its brand(s) positioning and key messages
• Tone and image of the creative needed to accurately convey the brand’s personality (e.g., high tech, low tech; serious, humorous; approachable, aloof; new, established)
• Key messages, features, benefits and value proposition
• Calls to action
• Any legal requirements, endorsements, affiliations, certifications, etc.

The time invested in this collaborative process yields big dividends by providing clear direction to creative, art and copy directors.  It also reduces the need for costly revisions by reducing the likelihood that the creative will be off-target or off-strategy.  eGrowth Marketing has successfully used the process to develop brand logos, corporate identity programs, collateral and sales materials, broadcast, print and Internet advertising.