Is there a policy or procedure to follow when creating an ad campaign?

Question

There is someone I work with who has trouble following art direction. I need to type up formal policy and procedures to following when creating an ad. Our ads include photography and selecting models. Please help!

Answer 1

I would recommend that you try implementing a Creative Brief. A creative brief gets everyone on the same page: the client, the writer, the art director/designer, even the production manager.

A good creative brief outlines the scope of the project, the objective of the piece, the target audience, key messages, tone and "personality" of the design and the method by which the results of the piece will be measured.

If you send me an e-mail, I will send you an outline for a Creative Brief that I have used.

Good luck.