The Leo Burnett creative brief template is a tool that helps marketers and creatives develop effective advertising campaigns. It provides a structured approach to outlining the key elements of a campaign, including the target audience, marketing objectives, and creative strategy. Using this template can help ensure that all stakeholders are aligned on the goals and direction of the campaign.
The template is divided into several sections, each of which covers a specific aspect of the campaign. These sections include:
Campaign Overview
This section provides a brief overview of the campaign, including its name, purpose, and target audience. It also outlines the key marketing objectives that the campaign aims to achieve.
The following questions can help you complete the Campaign Overview section:
- What is the name of the campaign?
- What is the purpose of the campaign?
- Who is the target audience for the campaign?
- What are the key marketing objectives for the campaign?
Target Audience
This section describes the target audience for the campaign in detail. It includes information on their demographics, psychographics, and media consumption habits. Understanding the target audience is essential for developing effective creative that resonates with them.
The following questions can help you complete the Target Audience section:
- Who are the target customers for the campaign?
- What are their demographics (e.g., age, gender, income, education)?
- What are their psychographics (e.g., values, beliefs, interests)?
- What are their media consumption habits (e.g., what TV shows do they watch, what magazines do they read, what websites do they visit)?
Marketing Objectives
This section outlines the specific marketing objectives that the campaign aims to achieve. These objectives should be aligned with the overall business goals and should be measurable.
The following questions can help you complete the Marketing Objectives section:
- What are the specific marketing objectives for the campaign?
- How will you measure the success of the campaign in achieving these objectives?
Creative Strategy
This section describes the creative strategy for the campaign. It includes information on the creative concept, the key message, and the tone and style of the creative. The creative strategy should be based on the target audience and the marketing objectives.
The following questions can help you complete the Creative Strategy section:
- What is the creative concept for the campaign?
- What is the key message that the campaign will communicate?
- What is the tone and style of the creative?
Conclusion
The Leo Burnett creative brief template is a valuable tool for marketers and creatives who are developing advertising campaigns. By using this template, you can ensure that all stakeholders are aligned on the goals and direction of the campaign, and you can increase the likelihood of success.
The Leo Burnett creative brief template is available for free download from the Leo Burnett website.