Creative Brief for Ford Motor Company
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Creative Brief for Ford Motor Company
A creative brief for any company needs to be clear and complete in order to accomplish its purpose effectively. It gives the creative team direction while coming up with a marketing strategy. A well laid-down sample brief enables the team to come up with the best techniques that cover all the needs of the business owner.
The creative brief for Ford’s company captures most of the necessary elements. It clearly states the product they want to advertise, which is the Ford Mustang. They also state their objective, which is to turn around the lagging sales. The objective is reasonable, although it is quite brief and general. This presents the risk that the advertising agency might not be able to capture Ford’s intentions adequately. They could have expounded on their ambitions more comprehensively, perhaps mentioning a certain percentage of sales increase they want to achieve within a particular period. The creative brief however gives adequate information both on the demographics and on the psychographics of the target population. This way, the advertising agency will know the exact channels to use in order to capture the right people. The message theme also perfectly brings out the key insight on the product. This will be of great help in designing specific content for the advertisement. Additionally, Ford Motor Company could have informed the advertising agency of any constraints might affect the advertisement design process, for example legal and mandatory rules that apply on advertisement. Protection of the company’s logo and trademark is worth mentioning.
The media plan set aside in respect to Ford Mustang is in line with the objectives, as it integrates avenues that have a high traffic of the target population. Ford Motor Company intends to sell the product to a young population. Digital engagement is critical for anyone wishing to survive in a youth-dominated market. Most youth people spend a significant time of their lives browsing on the internet, therefore Internet ads are a sure way of reaching them. Another reason why internet advertising is a viable option is that the consumer purchase path has transformed. They conduct a lot of research about car models and price comparison on the internet (Green, 2014). Therefore, placing information on the Ford Mustang online increases chances of attracting buyers.
Use of television shows is quickly replacing the old way of getting a few seconds of screen time in between programs. Auto advertising experts say that TV show placements yield more than the traditional method. It involves giving a vehicle brand a prominent role in the show and displaying its distinctive features during the show (Been, 2013). Integrating vehicle products with programming will enable Ford to reach a more segmented audience (Been, 2013), given that majority viewers of the chosen shows are young people. The creative and account executive need to consult with the media planner on several details before embarking on creation of the advertisement content. For example, they have to know when there is screen time and the amount of time that the ads should take. For the TV show based advertisement, they will need to collaborate with the producers in order to incorporate their product into the storyline.
The creative brief and media plan for Ford Mustang are specific enough to enable the creative department to design a variety of adverts that befit the product. From the creative brief, one gets to learn a lot about the target audience. In particular, the Psychographics reveal the personality of the target market as individualists, who pay attention to design, distinctiveness and utility. This will be a major factor for consideration while designing the advertisements since they have to be exhibit the features.
A suitable advertisement for the Ford Mustang would be “Built for the Bold and the Beautiful. We always ensure that you step out in Style”. This would be suitable for young people since most fancy an association with a car that looks good and stands out, especially when attending social events. Any magazines that are ideally for the young generation are a suitable avenue for placing advertisements. Examples are Pulse, Dime Magazine, Motor Week and Disney Magazine.
There are federal and state laws in place to protect consumers from false or misleading advertisements. They prohibit businesses from making deceptive claims concerning the price, quality and purpose of their commodities (Jacoby & Meyers Law Offices, 2016). An ad becomes false when it contains any untruthful claims. On the other hand, a misleading ad gives the consumer an incorrect understanding of certain aspects of the product they want to buy (Jacoby & Meyers Law Offices, 2016). Consumers are free to file lawsuits against any producer who engages either or both of the two actions.
The National Advertising Review Board is the body that handles appeals from the advertising industry’s self-regulation arrangement. Any advertiser or person who is unsatisfied with a decision by the National Advertising Division or Children’s Advertising Review Unit is free to present it to NARB for review (Council of Better Business Bureaus, 2012)

References
Been, R. (2013). Why more TV Shows are sounding like Car Commercials. Retrieved from <www.autonews.com/article/20130624/RETAIL03/306249961?template=mobile>
Council of Better Business Bureaus. (2012). About the National Advertising Review Board. Retrieved from <www.asrcreviews.org/2011/08/about-the-national-advertising-review-board/>
Green, J. (2014). How digital is Shaping Auto Marketing. Retrieved from <marketingland.com/digital-shaping-auto-marketing-102234>
Jacoby & Meyers Law Offices (2016). False and Misleading Advertising. Retrieved from <www.jacobymeyers.com/false-and-misleading-advertisi.html>