The steps for the creative brief and
pitch are:
Step one: Select a client
Step two: Choose a product, service, idea or event to advertise
Step three: Develop the creative brief, clearly demonstrating the
decisions you will make for the
campaign (and course learning)
Step four: Create a presentation to pitch the ideas from the brief
This assessment involves the development of a creative brief, and a
recorded presentation to pitch the creative brief.
CREATIVE BRIEF (30%) AND PITCH (20%)
A S S E S S M E N T I N F O R M A T I O N
ASSIGNMENT NOTES
Think of it as if you want to win
the client’s creative advertising
business for an upcoming
campaign—the brief gives an
overview of your planned
decisions if they were to hire
you.
The creative brief should be in
report-format.
The presentation should be
a pitch of the creative brief
Please note: The creative brief
and pitch have different due
dates.
ASSIGNMENT NOTES
The brief is for a new campaign to advertise an existing product (or
service, or idea) to, for example, change attitudes. The campaign needs to be
significantly different from the company’s previous ones.
See FAQs on Blackboard.
Client Background
Campaign Objectives
Target Audience
Message
Creative Strategy
Media Strategy
Budget and Scheduling Considerations
Other Considerations
Creative Brief Report Sections
Title page (not included in the page count)
1.
2.
3.
4.
5.
6.
7.
8.
References (not included in the page count).
Notes
The title page can be one you have created; it does not need to be an
official UQ Business School cover page. No appendices should be
included. All information should be included in the body of the brief, and not
exceed 4 pages (excluding title page and references).
CREATIVE BRIEF (30%)
Requirements: 4 pages (does not include +/- 10%), 12pt font,
consistent font style, 1.5 line spacing, 2.54cm margins (all), title page,
consistent referencing style in-text and reference list (not included in the
page count), professional format/layout. The brief should follow this
structure:
A S S E S S M E N T I N F O R M A T I O N
Client Background (3 marks)
This section should include:
Discussion of relevant key client background information*
Identification of the product, service, idea, or event that will
be advertised in the campaign
Brief discussion of existing advertising and media strategies
of the client, if any (How/where have they advertised previously?
The general purpose of this prior advertising communication)
*Remember, the brief is designed for the client (which company/brand), so
information that would be relevant to them should be included.
Campaign Objectives (3 marks)
This section should include:
Statement of the SMART(T) objective(s) of the campaign*
Brief discussion of what the campaign will involve (e.g.
traditional or social media; one ad or a set of ads; any other
essentials)
Justification of why the objective is most appropriate for the
company or brand and this campaign
*One well thought out objective is sufficient. If more objectives are
included, these need to be reasonable within one campaign. These must be
objectives you develop, and cannot be those from lectures.
Target Audience (4 marks)
This section should include:
Identification and brief discussion of the target audience
Justification of why the target audience is most appropriate
for the company or brand and this campaign
Key evidence-based consumer insights*
*The insights will need to be based on secondary research (e.g.
credible websites, statistics, articles).
A SSESS M E N T I N F O R M A T I O N
A SSESS M E N T I N F O R M A T I O N
Message (4.5 marks)
This section should include:
The message statement (using the message framework)
Identification and brief discussion of the type of message
strategy* that will be adopted
Justification of choices (why are these the most appropriate?)
*Only one should be chosen and strongly justified. If more than one is
chosen, a strong justification must be provided for each choice.
Creative Strategy (5 marks)
This section should include:
Identification and brief discussion of the proposed type of
appeal
Identification and brief discussion of the proposed execution
technique*, and other creative tactics and considerations
Justification of choices (why are these the most appropriate?)
*Only one should be chosen and strongly justified. If more than one is
chosen, a strong justification must be provided for each choice.
Media Strategy (4.5 marks)
This section should include:
Identification and brief discussion of the medium to be selected
Brief discussion of appropriateness* of the medium
Identification and brief discussion of the vehicle(s) to be
selected
Justification of choices (why are these the most appropriate?)
*Weigh up the advantages and disadvantages to show why this is the most
appropriate medium for the client and target audience.
Budgeting and scheduling considerations (2 marks)
This section should include:
Identification and brief discussion of the scheduling of the ad
on the vehicle(s)
Brief discussion of whether reach or frequency should be
prioritised, including justification of choice
Identification of and brief discussion of budgetary
considerations*
*Only one should be chosen and strongly justified. If more than one is
chosen, a strong justification will need to be provided for each choice.
Other Considerations (2 marks)
This section should include:
Brief details of any other considerations* that need to be
taken into account.
*At least one other well thought out consideration. This does not need to be
based on course learning. Think about advertising issues (specific to this
campaign) that have not yet been discussed in the previous sections but will
need to be considered.
Communication, Referencing and Format (2 marks)
The report adheres to the 4 page maximum and follows communication,
formatting, structure and referencing standards.
No appendices should be included.
A SSESS M E N T I N F O R M A T I O N

Published by

Essays

View all posts