Creative Briefing
Creative in Context with Media
Great targeting can’t save a weak ad.
We build creative around what gets someone to stop,
watch and act. We call them intenders.
Intender Creative uses intent, interest and inspiration data to turn customer signals into the most relevant ads & placements.
THE PROBLEM
Is your creative pulling its weight?
Media buying has never been more precise. Creative is usually the reason performance still falls
short. It’s normally one of these:
● Ads that look polished but give people no reason to act.
● Creative built in isolation from the media strategy behind it.
● The same three assets still running months after they stopped working.
● No read on which creative is driving results, and which are dead weight.
● Production timelines that lag weeks behind what the campaign needs.
● Ideas that never get tested; so, nobody learns what to do next.
What It Is
Every customer’s need is unique.
Your media & creative must be too.
Performance Creative takes the same IntenderView thinking we use for planning and applies it to the creative process: understand what people want, where to advertise and what to say.
We use intent and interest data to identify the symptoms, questions, barriers, triggers, content environments and decision stages that should shape the brief.
The output is not a fluffy creative deck. It is a set of assets matched up to every stage of the media journey.
What We Make
Right person. Right message. Right moment.
Creative Strategy
Concepts built from the same audience insight and intent data that drives your media plan, not a
separate brief.
Display & HTML5 Assets
Static, 3D and animated display creative designed to perform across the placements your budget is
running in.
Content Production
Organic and paid social content, written and designed to earn attention on the platforms your
audience lives on.
Video Production
From concept through to edit, run with vetted production partners we brief and manage on your
behalf. VSL’s, product overviews, reels & more.
Product Shoots
Studio and location photography coordinated through our partner network; art directed against
your brand.
AI Assisted Production
How can the data be translated into stronger prompts, concepts and asset variations for AI supported creative workflows?
Why It Matters
Platforms optimise targeting.
Creative is now about context.
Every major platform now runs on automated bidding and audience selection. Google, Meta and
TikTok are all better at finding the right person than any human ever was.
That leaves one lever still in your control: what that person sees when they get there. Weak
creative in a well-targeted campaign still under-performs. Strong creative lifts every channel it
touches.
The best performing agencies still winning don’t treat creative as an afterthought bolted onto
media. They build, test and iterate it with the same rigor as the media plan.
HOW WE WORK
Every asset is briefed from media context, then tested against what it’s actually meant to achieve.
01
Brief & Strategy
We start from your media strategy and audience insight, so creative has a job to do before a single design is touched.
02
Concept & Design
In-house strategy, design and content, briefed to partners for video and photography where specialist production is needed.
03
Production & Launch
Asset’s built and formatted for every placement in the media plan, delivered on the campaign’s timeline.
04
Itirate & Compound
Performance data feeds straight back into the next round of creative, so what’s working keeps improving.
Who It Is For
For brands who need performance Creative at scale.
Intender Creative is built for brands who want creative & media work in one place, with one agency in order to be connected & inspired by real customer behaviour.
We do not need to own the final creative. We need to make sure the people creating it are briefed with the right customer truth.
Ways To Use It
Three ways to work with us.
Creative Direction & Strategy
Creative direction through to campaign concept development based on symptoms, audience and product.
Campaign Message System
A deeper set of creative territories, hooks, messages and testing angles across intent, interest and inspiration audiences.
Performance Asset Production
A seamless connection between paid media performance data and creative iteration. Leading to a more efficient production layer.
FAQ
Common Questions
Do you produce video and photography in-house?
Strategy, display, SEM and content are all built in-house at Intender. Video production and
product shoots are delivered through a trusted partner network, which we brief and manage so it
stays connected to your broader creative direction.
How does creative connect to media performance?
Creative is briefed from the same audience and intent data that drives your media plan, and
tested against the metrics that matter to the campaign, not just engagement.
Do you test multiple creative variations?
Yes. We build creative in variations from the outset and use performance data to retire what
isn’t working and double down on what is.
Is this only for display?
What’s included in the creative service?
Our creative service covers the full spectrum, including:
- Creative strategy and concept development
- Display design and animated assets
- SEM ad copy and creative
- Organic and paid content
- Video production, scoped and managed through our partner network
- Product photography, scoped and managed through our partner network
Trusted by brands like these
Try Symptom-based Creative & Media
If you want ads that reach the right person, at the right time, with the right message, start with a better brief.