Spec Creative

Give your advertising a clear message and visual direction. Get creative concepts, copy direction and format requirements that guide what to make, how it should work and what to test.

Request creative spec

What the creative spec includes

Messaging brief

The proposition, angles, hooks and copy direction.

Concept briefs

Visual ideas matched to the formats and placements.

Production brief

Asset versions, deliverables and creative test requirements.

An example brief

ILLUSTRATIVE CREATIVE BRIEF

HOOK VARIANTS

Planned requirement

Compare hooks using matched formats.

WHY THIS IS DEFINED

Changing the hook and format together makes it harder to learn which message deserves another version.

WHAT IT GUIDES

Define hook variants with consistent format and proof, then brief the assets needed for the test.

Define the creative with a spec.

Creative spec

Quoted

to agreed scope

For advertising that needs a clear message, concept and format plan before design, filming or asset production.

Audience, proposition, angles and hooks

Copy direction and visual concepts

Formats, variants and production requirements

Creative test hypotheses and asset briefs

Request creative spec

NEED A MEDIA PLAN?

Ads spec

Plan distribution

A complementary service

If channels, targeting or budgets also need defining, choose an ads spec for the media system that will distribute the creative.

Platform and audience choices

Campaign structure and budget allocation

Measurement and reporting requirements

Launch, test and optimisation rules

View ads spec

From a creative goal to a production brief.

DISCOVER

Your input

Share the creative context

Share the offer, audience and production needs.

An agreed creative specification scope

ASSESS

Our process

Define messages and concepts

We define the hooks, concepts and asset briefs.

A creative brief and format requirements

HANDOFF

Your next move

Agree the next stage

Agree asset production and delivery separately.

A shared brief for the production team