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BE 604 - Macrh 24 2022 Class Deck

1. The document discusses a creative brief exercise for a marketing management class. 2. Students are split into groups and each group is an advertising agency tasked with developing a creative brief for a milk campaign targeted at millennials. 3. The creative brief will include guidelines for creating brand messages and will restate the marketing strategy and objectives, propose a message format and creative concept, and identify what must be included in the messages.

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Chan David
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41 views12 pages

BE 604 - Macrh 24 2022 Class Deck

1. The document discusses a creative brief exercise for a marketing management class. 2. Students are split into groups and each group is an advertising agency tasked with developing a creative brief for a milk campaign targeted at millennials. 3. The creative brief will include guidelines for creating brand messages and will restate the marketing strategy and objectives, propose a message format and creative concept, and identify what must be included in the messages.

Uploaded by

Chan David
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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BE 604 – Marketing Management

01 02
EVALUATE Creative
Agenda Brief
Exercise

BE 604 – Marketing Management


https://perceptions.uwaterloo.ca/

BE 604 – Marketing Management


Executing Creative
Strategy

BE 604 – Marketing Management


The Creative Message
Brief

A creative brief is a
document that provides
the guidelines for
creating brand messages

BE 604 – Marketing Management


• Creative briefs typically include items such
as:
– Restatement of the marketing strategy
including objectives of marketing
communications (To Target)
– The message format or approach
– The psychological appeal
– The big idea or creative concept
– “Must includes” - information you have
to put in the message

Creative Brief
The Creative Concept
Converting message into memorable,
persuasive format.
¨ Search for the

¨ can be an image, a scenario…. “the one


human truth that is most relevant”

¨ It should be
¨ memorable
¨ relevant to the brand strategy

BE 604 – Marketing Management


BE 604 – Marketing Management
BE 604 –https://www.youtube.com/watch?v=5fEnWkCF6bg
Marketing Management
BE 604 – Marketing Management
The Creative Exercise
Each group acts as an ad agency
• Your client is DFC
• It is roughly a $120 Million account
• Each ad agency will develop a creative brief for “Milk” for the millennial market
• Each ad agency will submit the creative brief to me via email by 10:30pm Today!

BE 604 – Marketing Management


http://strategyonline.ca/tag/dairy-farmers-of-canada/
BE 604 – Marketing Management

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