A creative brief for Southwest Airlines that utilizes the Richards Group format. After grading, my professor distributed it to my classmates as an effective example of what a CB should do and say.
I was shocked.

CREATIVE BRIEF

Why are we advertising?
To educate business air travelers in Pittsburgh, Philadelphia and Chicago that Southwest can help them save money on business flights.

Who are we talking to?
High-frequency business travelers who fly between to Philadelphia, Pittsburgh and Chicago.

What do they currently think?
That US Air offers the most economical and most convenient services for routes between Pittsburgh and Philadelphia.

What would we like them to think?
That Southwest provides the lowest-cost, friendliest, most convenient air services for flights between Philadelphia, Pittsburgh and Chicago.

What is the single-most persuasive idea we can convey?
That Southwest is a budget-conscious, safe and dependable airline that helps save business travelers time and money.

Why should the audience believe it?
Southwest's pricing, itineraries, history and level of service speaks for itself.

What is the tone?
Humorous, down-to-earth and quirky. Schtick with substance.

Are there any creative guidelines?
Yes. Media type will determine specific guidelines. To include:
- 30 second Radio Advertisements
- 30 second Television Commercials
- Direct Mail Promotions
- Website Banner Placements
- Newpaper/print Advertisements