Communicating the concept for a creative brief includes a strong brand strategy and marketing plan can eradicate irrelevant options whilst still influencing opportunities and ideas to create a suitable campaign (Storey and Smit, 2007). According to Blakeman (2011) a creative brief must be highly targeted with key consumer benefits to match the specific target market’s lifestyle to create a series of advertisements that hold the same coordinated messages. Burgoyne (2013) argues that a creative brief requires a profound partnership between business and creatives and then to the client, which seeks to overcome challenges to create clarity in defining goals. Burberry’s iconic and strong brand image was not able to communicate through all fashions changing eras, from a royal warrant to a brand associated with ‘hooligan’ and ‘chav’ culture (Sage, 2020). Corporate rebranding was used to enhance relevancy for Burberry, advertising, fashion shows and editorial placements created an integrated marketing programme that would attract a younger fashion-forward consumer (Miller et. al, 2014).
The latest Spring/Summer 2022 campaign featured a diverse casting of models with different ethnic backgrounds to suit the objective of the brief, although there was a lack of plus-sized models showing that the 90’s aesthetic is still apparent in model selection. On the other hand, the Burberry Spring/Summer 2010 campaign featuring Emma Watson followed a more constrained creative brief, the campaign wanted to reflect the different attitudes of the Burberry guy and girl but by choosing two white models segregates other races to be part of the Burberry society. This could be considered as misinterpreting the brief, the target consumer is young therefore to reach and influence that age category inclusivity is necessary. Decorative panelling on the background, working with classic Burberry prints and colours set an effortless, classic tone for the campaign which correlated to the sophisticated needs of the brief (Milligan, 2010). Looking at the 2022 advertisement, it visually communicated the prestigious nature of the brand that also envisioned a futuristic vibe with the location presenting a maze of corridors on a blue haze background, therefore following a modern twist on the brand’s previous creative briefs. Burberry’s brand personality traits of sophistication and excitement are at the forefront of this advertisement, the slick clean styling contrasting with burst of colour on the clothing represents Burberry’s new consumer (Aaker, 1997). Comparing the two campaigns together, the 2022 advertisement shows a more succinct interpretation of the brief, dopamine dressing to escape reality pulled through with the iconic nova check mirrors the current zeitgeist.
Reference List
Aaker, J. (1997) ‘Dimensions of brand personality’, Journal of Marketing Research, 34 (3), 347-356. (Accessed: 5 May 2022).
Blakeman, R., (2011). Advertising campaign design: Just the essentials. Routledge. (Accessed: 5 May 2022).
Burgoyne, E., (2013) The Creative Brief-An Exercise in Soft Values Between Client & Agency. Vancouver. (Accessed: 5 May 2022).
Miller, D., Merrilees, B. and Yakimova, R., (2014). Corporate rebranding: An integrative review of major enablers and barriers to the rebranding process. International Journal of Management Reviews, 16(3), pp.265-289. (Accessed: 5 May 2022).
Milligan, L. (2010) ‘Burberry: Brit Girl’, Vogue, 6 January. (Accessed: 5 May 2022).
Sage. (2020) Burberry Rebranding: An Iconic Transformation from Gangwear to Luxury Clothing. Available at: https://casereads.com (Accessed: 5 May 2022).
Storey, R. and Smit, E., (2007). The Creative Brief and Its Strategic Role in the Campaign Development Process. The SAGE Handbook of Advertising, p.171. (Accessed: 5 May 2022).