Creative work isn't simply about clever headlines and pretty pictures (even though they often play a part) and powerful, effective, creative work is far more complex and strategic than that and there's a mountain of important information needed before we can begin to think about putting pen to paper - in many ways similar to the Media Brief.

What's the product? What type of product is it? What's the value and longevity of the product? What is its history?
Is it different to its competitors? Why and how is it different? Does it have any real uniqueness?

How do we want the product to be perceived? Luxury item? Great value for money? High quality? Long life?

What is the main objective? Sell more product? Call a telephone number? Visit a showroom or a website? Raise the brand perception?

Who are the competitors? What is your market share? What are your competitors' creative styles?

Is there any existing work? Previous advertising? Brochures or leaflets? Website? Corporate styles or guidelines? Product samples? It is vital, in branding terms, to sing from the same songsheet!

Who are the Target Audience? How old are they? Male or Female? What is their demographic profile? Are they married or single? What are their hobbies or interests? The more 'Who' information the better and the more accurate will be the creative targeting.

When do we talk to them? Is there a purchasing cycle? Are there sales peaks & troughs? Is there any seasonality?

Is there any research available? Is there previous research for this product? Competitive products? The complete market? Forecasts?

Is there any supporting advertising? PR? Direct Mail? Exhibitions? Trade Support? Promotions? Editorials?

What are the timing requirements? Is there a specific campaign period required relevant to a sales period? Or to a 'Sale'? Or related to product stocks? Or related to a specific event or period?

Who will be handling the media buying? Can they keep us fully informed of all proposed and booked media, supply schedules, deadline agreements and all contact details?

Creative requirements? What areas and sizes of any media are being proposed? What volume of media spend? Do you want us to make media suggestions? (media type, sizes etc).

What's the Call to Action? Will there be a fulfillment house or an 0800 telephone number in place or a requirement for one?

What is the budget? Is there a specific Creative budget?

Once this information is in place, a complete Creative Brief can be produced and only then can the Creative process begin, because...

YOU CAN'T SELL A PRODUCT UNLESS YOU KNOW WHO TO, WHAT, WHERE, WHY OR WHEN!