THE CREATIVE BRIEF

The Creative Brief

The Creative Brief

Analysis of the marketing campaign

Just a bit over two years ago, Marks & Spencer, was on the verge of facing complete disaster and was facing a possibility of liquidity. The customers in UK had fallen out of love with Marks and Spencer, which was one of the most venerable brands of UK their annual sales were plunging at an alarming rate, and the almost unthinkable prospect of a takeover by Philip Green was on the cards. However, the advertising agency of WPP group, Rainey Kelly Campbell Roalfe/Y&R, helped them in their revival through creative advertising. This ad campaign is a part of efforts from RKCR/Y & R to revive the image of M & S among their consumers (Johnson 2008, pp. 977). The management of RKCR/Y & R has displayed the new clothes design and new products of M & S through this small advertising campaign. In this campaign, RKCR/ Y & R have used a number of celebrities to convey their message of being and trendy by using core values of M & S, i.e. quality, design, and value (http://corporate.marksandspencer.com/media/press_releases/christmas_marketing_campaign).

A synopsis of RKCR/Y & R group

RKCR/Y&R is the arm of Y&R Advertising in London. This agency has managed to climb the rankings in UK in a very steady manner since its formation in 1999, which came into being because of merger of the Rainey Kelly Campbell Rolfe with London office of Y&R. This agency has gained repute as being one of the most creative advertising agencies of UK, and one of the strongest outstations in the global network of Y&R. Although, it has the feel and look, in addition to the creative sleight, of a smaller boutique, it has been termed as the third largest advertising agency in UK concerning revenues.

Rainey Kelly Campbell Roalfe/Y&R (RKCR/Y&R) offers a numerous services like, solutions for brands, strategic consultancy, and services for marketing. The clients of the agency include big names like Carlsberg, Accenture, New Deal, Colgate-Palmolive, Jaguar, Danone, Bio Activia, Kraft, Marks & Spencer plc, Virgin Group, The Times, etc. (www.wpp.com)

Creative brief

Client Name: Date:

Project Name: Client:

Product: Original Author:

(Ibach 2009, pp. 12)

The Project

This project is aimed to design a festive campaign for Marks and Spencer. The aim of this project is to make use of the new-year event, and a great way to provide customers of M & S a gentle reminder of existence of M & S, while, at the same time, M & S can make their customers feel all warm and fuzzy (Rasmussen, Ude, and Landry 2007, pp. 102).

The Objectives

The objectives of this creative brief are as follows:

To convey a message that Marks and Spenser will always be with their customers.

To reinforce the positive image of Marks and Spenser in minds of customers.

To make sure that Marks and Spenser makes full use of this opportunity to convey a message to their customers.

To utilize the opportunity that is being presented, and increase the sales turnover at Christmas and New ...