Team Questionnaire
Campaign studied:
Team member names:
In this exercise, you have been looking closely at a noteworthy campaign. Behind every
campaign there is much effort in terms of strategic planning and the direction provided to
agency team members. A creative team is typically prepared to work on any creative project by
starting with an examination of a creative brief. See example in resources. With this
questionnaire, you are asked to imagine the perspective of the team that created your campaign
and how they might have prepared three key bits of input included on a creative brief. Note: You
do not have to complete the full creative brief for this project. Here you answer the following
three questions:
1. WHO IS THE TARGET AUDIENCE?
Include demographic information such as age, location, gender, income, etc. Also describe
lifestyle and psychographic characteristics Example: what the audience currently thinks, feels
and how it behaves in relation to the product category, competitors, and the client’s brand. What
do they do for their livelihoods and in their lives? How does the brand fit in? Such information
might be obtainable via secondary research or articles about the campaign or by looking at
competitors.
2. WHAT IS THE CAMPAIGN OBJECTIVE?
All campaigns are done with very specific objectives in mind such as generating trial, countering
competitive efforts, introducing a new product or brand extension. Write a concise statement of
the effect the ad or advertising campaign should have on consumers. This is typically expressed
as an action or what the ad should make the audience think, feel, or do. Imagine what the input
provided to the creative team by the account planning team might have said about this.
3. WHAT IS THE KEY PROMISE?
Now, imagine what the key promise to the target audience might have been at the time your
campaign was created. Remember, this is not a theme or a tagline or a creative effort of any
kind. Rather it is a concise statement of your brand’s promise to the consumer. It will form the
essence of what the creative department communicates with its creative work. See examples
below.
Key promise for the Allstate Mayhem campaign (as imagined by the instructor):
Life is full of surprising and unpleasant challenges. Choose Allstate and you will be protected
from these.
Key promise for the Apple 1984 TV commercial (as imagined by the instructor):
1984 will not be the frightening time once imagined thanks to the liberating presence of Apple’s
soon to be introduced Macintosh computer.