TUTORIAL 1: Creative Brief

1. Assume that your client is a brand named LumaCog. LumaCog is a home décor brand
that focuses on clocks.

2. The brand is planning for an advertising campaign to further promote its newest line of
clocks called Perfectly On Time, and you are the brand manager. Using the creative brief
template provided on the next page, write a creative brief for this intended advertisement.
Some items in the creative brief have been completed for you. Fill in the other sections
appropriately.

3. Submit to TiMes by the deadline given in class.

You must submit the file and attend class for your attendance to count.

Submission Requirements
a Format PDF
b Filename ADV61704_T1_Your Name
Example: If your name is Siti Alisa binti Abdul Rahman, your filename should
be ADV61704_T1_Siti Alisa.pdf.
c Other  Keep the creative brief to just ONE page. Please remove this page
of instructions before you export it as a PDF.
Creative Brief

What is the advertising problem?

To promote LumaCog’s newest line of clocks – Perfectly on Time.

What do we want people to do as a result of the advertising?

Who are we talking to?

What is the Key Response we want from the advertising??

What information/attributes might help produce this response?

What aspect of the Brand Personality should the advertising express?

Sophistication

Are there any media or budget considerations?

The campaign should cover Out-of-Home and social media

This could be helpful...

LumaCog is an established brand in Singapore but is not so well-known in Malaysia.