Creative Brief: Proposition
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1
2Creative brief: proposition
Client:
Client
Campaign Title:
Campaign name
Job No:
Job no
Date:
--/--/--
Author:
Name
Our task:
<Text here>
Brief outline of what
we are being asked
to produce
Key Message
For target audience who customer insight, the brand is the product or
service that delivers the benefit the audience wants
Template:
<Proposition reason/argument here>
Proposition:
Single most
important
reason or argument
Substantiation:
<Point 1>
<Point 2>
<Point 3>
<Point 4 etc>
How does this
<Text here>
activity
change
customer
behaviour?
Please e-mail this brief to Traffic as early as possible. It is important that the Creative Director has sight of
this brief in advance of the creative briefing.
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Parent category: Business