create a netflix creative brief

This assignment has two parts:

Part I: Please provide a brief overview (approx. 500 words) of the one of the typical roles in an advertising agency. What do advertising practitioners working in this role do? Use industry as well as academic sources for your brief ‘position profile’.

Part II: You have been provided with a client brief (see iLearn, folder “Assessment”). The first step is now to take on the role of an account/strategic planner and to transform this client brief into a creative brief. This means, you want to find useful information on the brand, the product category, (potential) consumers and likely competitors for this product and summarise this information succinctly. Then, you want to identify potential insights that could be transformed into a ‘big idea’ and guide your advertising and brand communication plan (Part II of this assignment).

Thus, this document is the basis and the springboard for the second part of this assignment, in which you will develop the creative advertising/branding strategy for the client.

On the following pages you will see some detailed rubrics that are used to grade your work. They are broken into the following categories:

Position Profile: You provide a succinct description of one of the typical roles in an advertising agency. You summarise succinctly what knowledge practitioners working in this roles bring to their work, what responsibilities they have, how they typically go about their work etc. Your position profile is based on current and relevant academic as well as industry sources.

Research: Your document should provide evidence of substantial and relevant research. This includes – but is not limited to – research into the product (what do we know about it?); the brand (its current image, positioning etc.); the competition (who are they, in your opinion? What are they doing? What can we learn from their marketing and advertising?); the target audience (who is the most promising target audience in your view? Why? What do we know about them that is relevant in the context of the brief?) and cultural trends (what is happening in popular culture that could be relevant?).

Strategy and objectives: Based on this research, please develop a creative brief. Remember: A creative brief does not simply summarise your findings but synthesises these findings into an original ‘insights’ the creative team can use as a springboard for the creative executions. Thus, please make sure that this part of your assignment features a clear Problem definition (what exactly is your advertising campaign aiming to achieve?); Insight statement (What is the one central ‘hook’ that needs to be communicated?) and SMART objectives coherent with the problem definition and insights/strategic approach of the proposed campaign.

Presentation: Your document should be logically structured and the transitions from one section to the other flow nicely. It uses concise, fluent sentences, correct grammar, spelling, punctuation and formatting. All sources should be referenced correctly and consistently, preferably in APA-style. The report should be submitted in time and adheres to the word limit. Also, your document demonstrates care and creativity in terms of design/layout. It visualise information (graphs, screenshots), uses clear section heading, features white space etc.

file:///Users/ruby/Downloads/Creative%20Brief%20Template.pdf

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