American Express Project Creative Brief

The purpose of the Creative Brief is to help JAK Graphic Design gain a better understanding of the goals of your American Express Direct Mail campaign. With this information, we can make more informed decisions and provide more relevant feedback.

PLEASE NOTE: This Creative Brief must be completed in its entirety. Incomplete fields will result in a delay in the start of your creative. A red asterisk ( * ) indicates a required field.

Contact Information

Merchant Contact

Contact Name *
Company Name*
Contact Phone *
Contact Email Address *
Company URL *

Amex Contact

Amex Contact Name *
Amex Business Unit *
Amex Contact Email *
Amex Contact Phone *

Funding

Who will be funding the campaign? *

American Express Merchant Other

Printing

Who will be printing? *

JAK Graphic Design American Express Other N/A: Web Creative

Print Quantity *

Release Date to the printer *

Mailing/Delivery

Mail Class *

1st Class (Delivery up to 7 days from date of drop) 3rd Class (Delivery up to 21 days from date of drop) N/A: Web Creative

Mail Drop/Delivery Date *

Project Details

What format will you be using? * Check all that apply.

What border color will you be using?

Is this going to American Express OPEN* Cardmembers (Small Business)? *

No Yes—If yes, requires seperate version and OPEN approval.

How many versions of the creative will there be? If more than 1, please explain. *
(i.e. multiple versions for different audiences, different offers, different locations, etc.)

Target Audience

Define Desired Audience for Creative Look and Feel:

Demographics *
Geography *

Lifestyle *
Spend Behavior (Recency, Frequency, Monetary) *

Offer Information

How will Cardmembers redeem the offer? *

Offer Details

What is your offer? *
What is the offer period? *
What are the terms and conditions for this offer? *

If your offer includes a gift card, gift certificate, or reward card please specify exact type below:

Merchant Gift Card American Express Gift Card AEIS-branded reward card American Express Gift Cheque

How will Cardmembers receive the gift card, gift certificate, reward card or gift cheques?

POS By Mail

If by mail, when can the Cardmember expect to receive the gift card, gift certificate, reward card or gift cheques?

Photography

Where is the photography coming from? *
PLEASE NOTE: All images must go through American Express for review and approval for use.

We have provided photography Please research royalty-free stock photography (Additional cost to purchase the image)

Front: Please describe ideal image you would like to use for this piece. *
Inside/Back: This is the space where you can highlight specific products and services of your establishment. Please provide us with any information and photography you would like to use here. *

If providing photography, please make sure it meets the following guidelines:

Front Image: Please provide as a 6” high x 9” wide, full color, at least 300 dpi .jpg or .eps file.
Back/Inside Image: Please provide as a 2” x 2”, full color, at least 300 dpi .jpg or .eps file.

Logo Submission

Where is the logo coming from? *

We have provided our business logo I do not have a logo, please typeset my business name

If providing your business logo, please make sure it meets the following guidelines:

2” x 2”, full color
At least 300 dpi
.jpg or .eps

Additional Information to appear

Promotion Code:
(NOTE: Cannot contain "AMEX")

Location Address(es), if applicable:

Phone Number:

Company URL:
(NOTE: Cannot contain "AMEX")

Lit Code(s):

Barcode:

Yes No

Anything else? Please specify:

Merchant Brand Information

Describe your brand's tone. *

Why would someone want to go to your establishment instead of the competition? *

What aspects of your business would you like to highlight?
Is there a specific image, theme or verbiage that should be included or avoided? *

Is there a specific product you are featuring? Are you focusing on a specific season or trend? *

Do you have any accolades or key differentiators you would like to include? * (i.e. AAA and Mobil Star ratings, “Best of” awards ratings etc.)
PLEASE NOTE: awards cannot be mentioned unless they are from a 3rd party source within the past 2 years.

Digital Signature (Please type your name) *
Email Address to send receipt to: *
By checking this box, you agree that you have gone over the information above in detail to ensure all information provided is correct and true.

American Express Project Creative Brief

Merchant Contact

Amex Contact

Who will be funding the campaign? *

Who will be printing? *

Printer Contact Information

Print Quantity *

Release Date to the printer *

Mail Class *

Mail Drop/Delivery Date *

What format will you be using? * Check all that apply.

What border color will you be using?

Is this going to American Express OPEN* Cardmembers (Small Business)? *

How many versions of the creative will there be? If more than 1, please explain. *
(i.e. multiple versions for different audiences, different offers, different locations, etc.)

Define Desired Audience for Creative Look and Feel:

How will Cardmembers redeem the offer? *

Offer Details

If your offer includes a gift card, gift certificate, or reward card please specify exact type below:

How will Cardmembers receive the gift card, gift certificate, reward card or gift cheques?

Which programs will you be using? *

What is the enrollment method? *

Registerd Card Pre-Approved Headlines: *
(For Registered Card Programs Only. Please select one pre-approved headline)

Dining Merchant:

Retail Merchant:

Travel Merchant:

B2B/Services:

Where is the photography coming from? *
PLEASE NOTE: All images must go through American Express for review and approval for use.

Where is the logo coming from? *

Promotion Code:
(NOTE: Cannot contain "AMEX")

Location Address(es), if applicable:

Phone Number:

Company URL:
(NOTE: Cannot contain "AMEX")

Lit Code(s):

Barcode:

Anything else? Please specify:

Describe your brand's tone. *

Why would someone want to go to your establishment instead of the competition? *

What aspects of your business would you like to highlight?
Is there a specific image, theme or verbiage that should be included or avoided? *

Is there a specific product you are featuring? Are you focusing on a specific season or trend? *

Do you have any accolades or key differentiators you would like to include? * (i.e. AAA and Mobil Star ratings, “Best of” awards ratings etc.)
PLEASE NOTE: awards cannot be mentioned unless they are from a 3rd party source within the past 2 years.

American Express Project Creative Brief

Merchant Contact

Amex Contact

Who will be funding the campaign? *

Who will be printing? *

Printer Contact Information

Print Quantity *

Release Date to the printer *

Mail Class *

Mail Drop/Delivery Date *

What format will you be using? * Check all that apply.

What border color will you be using?

Is this going to American Express OPEN* Cardmembers (Small Business)? *

How many versions of the creative will there be? If more than 1, please explain. * (i.e. multiple versions for different audiences, different offers, different locations, etc.)

Define Desired Audience for Creative Look and Feel:

How will Cardmembers redeem the offer? *

Offer Details

If your offer includes a gift card, gift certificate, or reward card please specify exact type below:

How will Cardmembers receive the gift card, gift certificate, reward card or gift cheques?

Which programs will you be using? *

What is the enrollment method? *

Registerd Card Pre-Approved Headlines: * (For Registered Card Programs Only. Please select one pre-approved headline)

Dining Merchant:

Retail Merchant:

Travel Merchant:

B2B/Services:

Where is the photography coming from? * PLEASE NOTE: All images must go through American Express for review and approval for use.

Where is the logo coming from? *

Promotion Code:(NOTE: Cannot contain "AMEX")

Location Address(es), if applicable:

Phone Number:

Company URL:(NOTE: Cannot contain "AMEX")

Lit Code(s):

Barcode:

Anything else? Please specify:

Describe your brand's tone. *

Why would someone want to go to your establishment instead of the competition? *

What aspects of your business would you like to highlight? Is there a specific image, theme or verbiage that should be included or avoided? *

Is there a specific product you are featuring? Are you focusing on a specific season or trend? *

Do you have any accolades or key differentiators you would like to include? * (i.e. AAA and Mobil Star ratings, “Best of” awards ratings etc.) PLEASE NOTE: awards cannot be mentioned unless they are from a 3rd party source within the past 2 years.

How many versions of the creative will there be? If more than 1, please explain. *
(i.e. multiple versions for different audiences, different offers, different locations, etc.)

Registerd Card Pre-Approved Headlines: *
(For Registered Card Programs Only. Please select one pre-approved headline)

Where is the photography coming from? *
PLEASE NOTE: All images must go through American Express for review and approval for use.

Promotion Code:
(NOTE: Cannot contain "AMEX")

Company URL:
(NOTE: Cannot contain "AMEX")

What aspects of your business would you like to highlight?
Is there a specific image, theme or verbiage that should be included or avoided? *

Do you have any accolades or key differentiators you would like to include? * (i.e. AAA and Mobil Star ratings, “Best of” awards ratings etc.)
PLEASE NOTE: awards cannot be mentioned unless they are from a 3rd party source within the past 2 years.