Single-minded proposition
DefinitionCreative Strategy
Single-minded proposition
The one thing the ad must communicate, chosen at the cost of everything else the client also wanted to say. The classic discipline of the creative brief: a proposition with three messages is three propositions, and the audience will remember none of them.
Evidence from the library
Creator briefs fail at two extremes - total script control and no direction at all; a sandbox brief with one message and context works better.WarningOne CEP per execution, many CEPs across the campaign portfolioPrinciple90% and 92%The brief is the most valuable and most neglected tool in marketing, and both sides say soStat55% clear objectivesWhat agencies say is missing from briefs is objectives, not inspirationStat61% and 71%Objectives are the most critical part of a brief, and both sides agree by a wide marginStat
Put it to work
Source
Marketing Definitions
classic agency brief tradition
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