Partial Creative Brief. Partial Creative Brief. WRITE A PARTIAL BRIEF. State question and answer in a few words. Use short phrases, not complete sentences. Include the following:
1. Creative Strategy Statement
2. Explain the audience:
a. Demographics (Age, gender, income, education, profession)
b. Psychographics (with VALS)
c. Geographics (Urban, suburban, rural)
3. List the competitors to M&M’S
4. Answer what consumers currently think about M&M’S.
5. State what you want them to think about M&M’S (Must match the benefit in the Creative Strategy Statement).
6. Answer: “Why buy?” (The features in M&M’S (Must match support statement in the Creative Strategy Statement.)
7. Create a slogan (#7: big message)
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