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Creative Request Master Brief 

 

Image

Logo

  1. Logo formats png; svg; eps; pdf
  2. Layout and size (please provide a sample if it’s not specified by the Brand book)
  3. Background (color, effects, sample is preferred)

Image Сriteria

  1. Should we keep brand colors, or are alternatives acceptable?
  2. Should the thumbnail depicts the product or are associated concepts acceptable?
  3. Surroundings preferences (house, nature, office, etc.)
  4. Emotional charge (scary, kindness, coziness, joy, etc.)
  5. Main characters’ sex, age, nationality, etc.
  6. Main characters’ mood (sad, happy, smiling, tired, etc.)
  7. Additional elements (disclaimer, CTA, icons, buttons, sales, discounts, etc.)

7.1 Preferable elements jpg, png; svg; eps; pdf

7.2 Layout and size (please provide a sample if it’s not specified by the Brand book)

7.3 Background (color, effects, sample is preferred)

7.4 If CTA is needed, then what message should be reflected? If price or discount should be specified, then what are the numbers?

Headline

  1. Tone of voice
  2. Call to action
  3. Product/service benefits (e.g., 24-hours support)
  4. Macros
  5. Text formats

5.1 storytelling

5.2 comparison

5.3 problem-solving

5.4 etc.

6. Should we mention the product/service name in each ad text?

 

Ad Text (Description)

  1. Tone of voice

  2. CTA message

  3. Product/service benefits (e.g., 24-hours support)

  4. Macros

  5. Text formats

5.1 storytelling

5.2 comparison

5.3 problem-solving

5.4 etc.

6. Should we mention the product/service name in each ad text?

Call to Action (CTA)

  1. Tone of voice

  2. Message

Recommended

  1. Updated/latest version of the Brand book

  2. Useful links: official website, social networks, etc

General

  1. What are product characteristics we should be focused on?
  2. Is there anything we should avoid mentioning?
  3. What's your targeted audience?
  4. Creative rankings preferred.
  5. If the client provides the creative materials, but there are less materials than the number of ads requested, what should we do with the remaining ads? Should we come up with our ideas, or should we double use the materials? (e.g., 10 ads requested, but materials provided can cover only 5 out of them).
  6. Preferable approaches: experiments vs top performing.
  7. Ad campaign goal - retargeting, registration, purchase, etc.