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The Creative Brief

Marketing Strategy
January 2012


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Creative Brief
Project Description:
Brief Date:
In this section, include any notes the creative team should be aware of. Is there a challenge
the client is faced with? Any opportunities in the market? What is the primary purpose for this
Client example: VirtuWare is interested in running a brand campaign promoting its cloud
computing services. In February, print versions of the campaign will run as full spreads in the
Harvard Business Journal, The Economist and The Wall Street Journal. The campaign must
scale to be used in outdoor advertising, TV and online display ads. Approved art is due on
Jan 30, by 5 pm EST.
What are the main reasons behind this project? What action does the client want target
audiences to take? Objectives are often aligned w