Creative Brief

Try to keep the information as simple and clear as possible.
A good brief will give focused answers to the following questions. It is not a mass of information.

What do we want people to do?
Note: Focus the client on one objective. If it is a retail client they want people through the door, more cars are sold when people test drive, taxi firms and pizza companies need their phone number to be remembered. The commercial will be much more effective if you focus on one action, and make it clear what you want them to do as a result of the commercial. Give locations not addresses.

Why should they do it?
Note: Why should our listeners respond. We are looking for a benefit, not a feature. Apply the “So What?” rule. Is what the client advertises going to make our listeners drive past their competitors to the clients? If they say:- “We are the biggest” ask in what way is that a benefit for our listeners? “We are the Best” In what way? "We offer excellent customer service” How is it better than your competition?

Who are we talking to?
Your commercial will work best if we talk to one person. Give us a picture of the person. How old are they? What sex? How do they relate to the product or service we are advertising? It is better to focus on people who want the product than try to convince people who don’t want the product to change their minds. And who else? If there are other people we can talk to there will be more commercials and more brief sheets.

Any other information ...
Look for those gems of information that can bring the script to life.

Jingles
A basic commercial (single voice and piece of library music) is included in your basic advert package but some clients like to have a musical identity or jingle produced for them. These vary in cost from £1,500 to £10,000, and more if you wish to licence a well-known song. If you’d like a bespoke piece of music please talk to Dave Baynham at The Studio.

Thank you to Simon Rushton at www.radioadvertising.org.uk for help with the Creative Brief.